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
Award:
Gold - Summit Awards 2019

work

think inside the box-
the new york times

We’re repurposing the iconic New York Times newspaper boxes to challenge our audience to think critically. It will be placed in major cities across the US, to get peoples attention in their daily life.

alex-
amazon

We found that that all assistants have a female identity. Amazon is now taking the lead towards equality by introducing Alex.

zap mode-
apple

The challenge was create the next big camera feature. We created a live editing mode that’s perfect for the Instagramming millennial.

female figures-
adidas

Olympics in the ancient Greece was only for men and the art work that has lived on from that time feature those men as gods. This Olympic in Tokyo 2020 we're cementing female figures in sports. Because women also needs to be remembered.

DELICIOUSLY PRICED-lidl

Just because it doesn’t look like Lidl is high end, it doesn’t mean that their products aren’t the same quality. We tapped into Lidl’s way of making fun of their looks by making them high end fashion – Making affordable food fashionable.

unlabeled-
soundcloud x chance

The campaign gives up and coming artists a chance to shine by being featured on Chance’s playlist on SoundCloud. 90% of Hip Hop produced music will never reach out to an audience. The industry needs to change to bring in new musical talent and this is an initiative to do so.