Freija

Alex - Amazon

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

Amazon

Agency

Type

Advertising

Alex - Amazon

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.

Challenge

The stereotype of woman as an assistant

The challenge was to question the stereotype of woman as an assistant in a digital world with AI and voice assistants.

solution

Amazon is now taking the lead towards equality by introducing Alex, Amazons new male voice assistant.

Approach

A future of digital equality calls for digital diversity

Alexa will take a month off to headhunt female talent for the tech industry, and Alex will take her place as an assistent. The money fo every purchase will go to the organization Women in tech.

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Our impact for

Amazon

Our impact for

Amazon

Our impact for

Amazon

Our impact for

Amazon

Our impact for

Amazon

Our impact for

Amazon

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