| Заголовок | Undercover Commentator |
| Агентство | AlmapBBDO |
| Кампания | Undercover Commentator |
| Рекламодатель | PepsiCo Inc. |
| Бренд | Lay's |
| Дата первой трансляции/Публикации | 2024 / 4 |
| Бизнес сектор | Картофельные чипсы, хрустящий картофель и крекеры |
| философия | We know how latent the “women in soccer” issue is in Brazil today. Just like other topics that raise heated discussions within this universe, the female presence in matches – whether on or off the field – is an issue that has had great focus among the spectator public. With this in mind, LAY’S®, which has been a sponsor of the women’s UCL over the last few years, prepared a social experiment to highlight the need to reinforce respect for women inside and outside the sphere of soccer. In the action, created by AlmapBBDO agency, journalist Elaine Trevisan commented on the friendly game on March 26th live on radio broadcast and on YouTube. But the people listening didn't know that it was, in fact, Elaine who was commenting. The journalist's voice was changed by a male voice - named Elias - in real time using an artificial intelligence tool. She participated as if she were a guest male commentator. Days after the game, Elaine revealed the action in a video on social media. “I am not Elias. I’m Elaine Trevisan, a journalist for 14 years, and LAY’S® invited me to do a social experiment at a soccer match this week. Analyzing the comments on social media about Elias' broadcast, I noticed that there weren't many people criticizing, as usually happens when I'm a commentator. We are here today to defend that this is how we, women, are treated in sports broadcasts and, of course, also outside of them. Without being invalidated because we are women talking about soccer. Because we know a lot, okay?”, explained Elaine. |
| Тип медиа | Интегрированные медиа / 360 Активация |
| Длина | |
| President & CEO | Filipe Bartholomeu |
| Главный креативный директор | Luiz Sanches |
| Главный креативный директор | Marco Giannelli |
| Главный креативный директор | Pernil |
| Исполнительный креативный директор | Fernando Duarte |
| Исполнительный креативный директор | Henrique Del Lama |
| Исполнительный креативный директор | Pedro Corbett |
| Креативная команда | Ingryd Cruz |
| Креативная команда | Pedro Ximenes |
| Делопроизводитель | Fernanda Tedde |
| Делопроизводитель | Tatiana Vidonscky |
| Делопроизводитель | Marcus Avena |
| Делопроизводитель | Shedia Marzouk |
| Делопроизводитель | Gisella Oyola |
| Группа планирования | João Gabriel Fernandes Da Silva |
| Группа планирования | Erika Moulin |
| Special Projects Manager | Julian Newman |
| Special Projects Manager | Carol Anjos |
| Special Projects Manager | Júlia Cunha |
| AI Production | Soundthinkers |
| Head of Strategy and Innovation | Paulo Dytz |
| Менеджер проекта | Saulo Baumgartner Mosna |
| Разработчик | Rodrigo Roglio |
| Social Listening | Gustavo Arakawa |
| Approval Client | Simone Simões |
| Approval Client | Daniella Lopes |
| Approval Client | Giovanna Miranda |
| Offline | Adriana Roza |
| Offline | Gabriel Ezequiel |
| Цифровое производство | Ampfy |
| Radio | Bandeirantes |
| AV Production | Diego Villas Boas |
| AV Production | Charles Nobili |
| Image Production | Compañia |
| Производство аудиофонограмм | Cabaret |
| Cast | Elaine Trevisan |
| Cast | Ricardo Capriotti |
| Cast | Ulisses Costa |
| Cast | Claudio Zaidan |
| PR-агентство | InPress Porter Novelli |
| Директор рабочей группы клиента | Thais Szpigel |
| Специалист по работе с заказчиками | Vivian Fróes |
| Делопроизводитель | Barbara Crivelaro |
| Делопроизводитель | Thais Benica |
| Делопроизводитель | Vinicius Redaelli |