{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"MOBILE & DEVICES","is_link":false},{"keyword":"ENTRANT COMPANY","content":"VML SINGAPORE, SINGAPORE","is_link":false},{"keyword":"TITLE","content":"LUX RECLAIM HER NAME","is_link":false},{"keyword":"BRAND","content":"LUX","is_link":false},{"keyword":"ADVERTISER","content":"UNILEVER","is_link":false},{"keyword":"AGENCY","content":"VML SINGAPORE, SINGAPORE","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"NIMESH DESAI","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"HINOTI JOSHI","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"MARCO VERSOLATO\/MATEUSZ MROSZCZAK","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"MARK BRENNDORFER\/LOVINIA EE\/BELLA ZHANG","is_link":false},{"keyword":"ART DIRECTOR","content":"EE MIN GOH\/SHERYN AU","is_link":false},{"keyword":"COPYWRITER","content":"MATTHEW HO\/WYNNE LI","is_link":false},{"keyword":"TECHNICAL DIRECTOR","content":"SKY CHEN\/SHREK WANG","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"GERRI HAMILL\/KIMIE ONG","is_link":false},{"keyword":"AGENCY PRODUCER","content":"KIMIE ONG","is_link":false},{"keyword":"DESIGNER","content":"SEAN TANG","is_link":false},{"keyword":"ANIMATOR SPECIAL EFFECTS","content":"FILILMI ZIN\/RUDY WONG","is_link":false},{"keyword":"BUSINESS STRATEGY DIRECTOR","content":"DOMINGO MORENO\/JOSSLYN LI","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"RICCA TEOTICO\/QUEENIE SHI ","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"DOMINGO MORENO","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"JOSSLYN LI","is_link":false},{"keyword":"PR AGENCY","content":"FOR THE RIGHT REASONS, AMSTERDAM","is_link":false},{"keyword":"PR DIRECTOR","content":"JESSICA HARTLEY","is_link":false},{"keyword":"OTHER PR CREDITS","content":"NYKO RODRIGUEZ\/CHERIE TAN","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"CANJA AUDIO CULTURE, SAO PAULO","is_link":false},{"keyword":"SOUND DESIGNER","content":"ARDLEZ CASTRO","is_link":false},{"keyword":"SOUND EXECUTIVE PRODUCER","content":"FILIPE LOPES\/MURILO PEPLER","is_link":false},{"keyword":"MUSIC DIRECTOR","content":"EDUARDO KARAS\/FILIPE RESENDE\/BRUNO VIEIRA BRIXEL","is_link":false},{"keyword":"MUSIC ARRANGER","content":"NANDO CASTRO","is_link":false},{"keyword":"OTHER SOUND PRODUCTION CREDITS","content":"NESSA MAFRA\/ANA FLOR BOHRER\/MARIANA ALDRIGUE\/FABI LUGLI\/SUELLEN ALVES ","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In China, a name is not merely a label—it is a legacy, carrying the hopes, values, and expectations of one’s family. Yet for millions of women, this legacy is a daily reminder of societal expectations steeped in gender bias. Names like Zhao Di (“I wish I had a boy”), Ya Nan (“Second to man”), and Sheng Nan (“Bear me a boy”) are not anomalies—they are widespread. Public records show over 44,300 women named Ya Nan, 20,150 named Gen Di (“Waiting for a son”), and 108,600 named Sheng Nan.\r\n
These names—given at birth—reinforce a cultural hierarchy that places male identity above female. For the women who carry them, every introduction becomes a subtle act of self-erasure. Their name, the word they hear most in life, becomes a quiet echo of disappointment or lesser worth.\r\n
The campaign specifically targets the 45 million Chinese women who resonated with the viral #IHateMyName movement—women who had begun publicly sharing their frustration, shame, and emotional disconnect from names that did not reflect their self-worth or aspirations. This audience was not defined by age or location, but by a shared psychological tension: women navigating a modern identity while burdened by outdated cultural codes embedded in their names.\r\n
","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"\"Reclaim Her Name\" is an act of empowerment, emboldening Chinese women to rewrite their identities by transforming the very symbols that have held them back: their names. The creative idea centers on a seamless digital experience that is both deeply personal and culturally resonant. With a simple \"shake,\" women can transform sexist names into empowering new ones, visualized in a bespoke font inspired by the ancient Nu Shu script, and access the resources they need to navigate the legal system. More than just a campaign, it's an interactive tool that empowers women to take control of their narratives and rewrite their futures.\r\n
For LUX, a global beauty brand committed to empowering women to rise above prejudice and societal limitations, this cultural context presented a clear call to action. Recognizing the power of a name and the challenges women faced in reclaiming their identities, LUX saw an opportunity to make a meaningful difference in the lives of Chinese women, aligning perfectly with its core brand values. \r\n
","is_link":false},{"keyword":"STRATEGY","content":"“Reclaim Her Name” set out to address identity at its core—by challenging and reimagining the meaning of a woman’s name, designed with a dual objective:\r\n
1.\tBrand Objective: To shift perception of LUX from a traditional beauty brand to a modern, culturally attuned advocate for women’s empowerment. By taking a stand on a deeply ingrained but rarely discussed form of everyday sexism, the campaign aimed to build brand relevance, emotional resonance, and long-term brand preference among Chinese women.\r\n
2.\tSocial Objective: To equip women with an accessible, meaningful tool that allowed them to reframe a deeply personal part of their identity—their name. Ultimately the goal was to enable tangible action and inspire emotional transformation. \r\n
The strategy for “Reclaim Her Name” was grounded in a simple but powerful insight: millions of Chinese women carry names rooted in outdated gender norms—names they didn’t choose. We set out to flip that narrative through a social movement designed to spark cultural conversation and enable personal transformation.\r\n
We unearthed Nu Shu—a centuries-old script created by women, for women, to communicate in secret. This became our cultural anchor. \r\n
","is_link":false},{"keyword":"EXECUTION","content":"\"Reclaim Her Name\" was conceived as a social-first movement—a bold invitation for Chinese women to challenge outdated gender norms and reclaim their personal identities, centred around an intuitive digital tool designed not just for engagement but for empowerment.\r\n
At the heart of the experience was a symbolic gesture: with a simple shake of their phone, women could transform sexist, antiquated names into powerful, reimagined ones. Beyond a playful interaction, it became a statement: a literal and metaphorical shake-off of the past.\r\n
Each new name wasn’t randomly generated. The tool—powered by AI—retained the structural essence of each woman’s original name, reshaping it into a positive evolution. In Chinese, where each character is rich with layered meaning, even a small rearrangement of strokes can reshape intent—from passive to powerful, from critique to blessing. \r\n
To ground this digital experience in cultural authenticity, we crafted a bespoke typeface inspired by Nu Shu—an ancient, secret script. The New Women’s Font was developed through deep archival research and digital craft, turning once-hidden female expression into a bold, visible language for change in reclaiming women’s identities.\r\n
Beyond symbolism, the platform offered practical tools to support real-world action—guiding women on the steps to legally change their names.\r\n
","is_link":false},{"keyword":"RESULT","content":"The campaign has generated over 931 million impressions so far, significantly raising awareness and sparking a national conversation about female empowerment. It empowered women across China to reclaim their stories, with over 14,583 new names created through the platform—a clear signal of shifting cultural norms and a growing desire for self-expression.\r\n
The campaign’s lasting impact is reflected in LUX adopting the Nu Shu-inspired font into its official brand guidelines—cementing its commitment to championing women’s voices. \"Reclaim Her Name\" didn’t just elevate brand health; it repositioned LUX as a brand at the forefront of cultural change, building deeper emotional resonance with Chinese women and establishing itself as an authentic advocate for gender equality.\r\n
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