Freija

AMAZON ALEX -

CHANGING

THE VOICE

OF EQUALITY
The challenge was to question the stereotype of woman as an assistant in a digital world with AI and voice assistants.
We found that that all assistants have a female identity.
Amazon is now taking the lead towards equality by introducing Alex.
Creative Team:
Freija Edlund & Amanda Wennberg

THINK INSIDE THE BOX

New York Times

ZAP MODE

Apple

FEMALE FIGURES

Adidas

VENICE KIDS

Vans

affordable prices

LIDL

SHARED SPACES 360

Ikea

WHOPPER FROM HELL

Burger King