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RICARDO TRONQUINI CREATIVE DIRECTOR
PROJETCS
LUX GETTING READY
Women prisoners aren’t just stripped of their freedom – they’re also stripped of their femininity. Upon release, they don’t feel ready to face the world again.
Studies show that inmates with a greater sense of self-worth reintegrate better in society*.
LUX advocates beauty as a source of strength. In partnership with NGO AGAPE, we create a programme to help Asian women ex-offenders re-enter society and begins with a day of beauty to restore their femininity to face the world again.
CHANGE THE ANGLE LUX
Change The Angle aims to create awareness of the pressing issue of sexist camera angles in media coverage of women's sports events and put pressure on broadcasters to change the camera gaze with actionable guidelines.
Together, let’s support women against everyday sexism and promote beauty as a source of strength rather than objectification.
#ChangeTheAngle #LUX #MyBeautyMyStrength
Awards: Cannes 2023 - shortlist / MadStars - 2 GrandsPrix, 8 Golds, 1 Bronze / EPICA - 2 Golds, 1 Silver, 1 Bronze / ONESHOW Asia - 1 Silver, 1 Merit / LIA - 1 Bronze / CLIO SPORTS - 2 Silvers, 2 Bronzes / NYF - 1 Silver, 1 Bronze / D&AD - shortlist / ONESHOW - 1 Gold, 2 Silvers and 3 Merits / Clio - 2 Bronzes, 2 Shortlist / ADFEST - 1 Gold, 3 Silvers
LUX / SHUT UP SEXISM
Virtual assistants were hacked to respond with sassy clapbacks that serve as witty reminders of how abuse directed at AIs with female voices can rehearse harmful behaviour in real life.
For example, in response to “Shut up”, the hacked assistant might reply, “If I shut up, will you grow up?”
LUX wants to call out the unquestioned nature of these exchanges, and start a conversation about the impact of this kind of casual misogyny hidden in seemingly harmless interactions with tech.
LUX / BORN THIS WAY
Lux initiative in support of South African athlete Caster Semenya to contest a ban that prevents her from defending her gold medal at the Tokyo Olympics.
Women should not be judged on how they look or be stripped of what makes them who they are.
We create a petition to help Caster overturn the ban and spread the word.
This campaign had 446 million online readership and US$ 1.37 Billion earned impressions.
Awards:
NYFest - 2 Silvers, 1 Bronze and 2 Finalists / LIA - 1 Bronze / ADFest - 1 Silver and 1 Bronze / GONG - 1 Silver and 2 Bronzes / D&AD - 1 Shortlist / CANNES - 1 Shortlist / ONE SHOW - 1 Shortlist / SPIKES - 1 Shortlist
LUX IN HER SHOES
Lux ‘In Her Shoes’ is an interactive experience in partnership with the existing platform ‘City Walks’ which lets anyone virtually walk and explore streets in big cities – but we added an additional feature that enables viewers to walk as a man or woman.
Walking as a man is smooth, having little to no interaction with pedestrians.
However, walking as a woman reveals a drastic difference. Men stop you, berate you, compliment you, follow and intimidate you. It’s a sad truth that many women around the world face every single day, and we’ve captured it for everyone to live, feel and experience.
Awards:
ADFest - 1 Silver, 1 Bronze and 1 Shortlist / NYFest - 1 Finalist
C&A / FASHION LIKE
Who has never wanted a little help in choosing clothes? But instead of asking for a second opinion from your boyfriend/friend/husband/wife, why not find out what thousands of Facebook users think about that piece?
At C&A in Shopping Iguatemi Sao Paulo, special hangers show in real time the number of "Likes" each piece of clothing has received.
This activation had a huge repercussion, receiving countless awards and articles around the world.
Awards:
CANNES - 1 Silver, 4 bronzes and 1 Shortlist / LIA - 1 Silver / EL OJO - 1 Grand Prix, 1 Gold, 3 Silvers and 1 Shortlist / JAY CHIAT - 1 Bronze / WORLD RETAIL AWARDS - Innovation Concept / EPICA - 1 Silver / EL SOL - 3 Golds / COLUNISTAS SP - Gran Prix / Festival ABAP - 1 Gold and 1 Bronze / FIAP - 1 Silver and 1 Shortlist / CCSP - 1 Black Star, 3 Golds and 1 Bronze / NYFest - 1 Bronze and 1 Shortlist / WAVE - 1 Gold, 1 Silver and 2 Bronzes / CLIO - 1 Shortlist / FACEBOOK Studio - 1 Shortlist / SXSW - 1 Shortlist
C&A / LOOK BLOCK
Buying a new collection from an Über model is already very exciting, and we made it even more exciting when we turned the shopping experience into a game where women could compete for an exclusive look from the Gisele Bündchen collection for C&A.
The app blocked the pieces of clothing you bought, making them unavailable to all your Facebook friends.
If you are trying a piece at the same time as your facebook friend, you need to fight for it.
Awards:
CANNES - 1 Bronze / CLIO - 1 Silver / NYFest - 1 Shortlist / EL OJO - 2 Bronzes / WAVE - 1 Bronze and 1 Shortlist / FIAP - 1 Silver and 1 Shortlist
C&A / FASHION LOCK
To launch the collection of the partnership between C&A and the Calvin Klein designer, Francisco Costa, we created a special hanger where the looks were locked. To unlock them, a specific number of Facebook likes was required.
Every person who liked that look received an alert that the outfit was available when the lock was opened. The first person to arrive at the store could take the look for free.
Every person who liked that look received an alert that the outfit was available when the lock was opened. The first person to arrive at the store could take the look for free.
C&A / FAHION LIKE - THE PRINT AD
We create an interactive magazine ad, connected to each reader's Facebook.
500 magazines were distributed to influencers who were able to live the experience and comment directly on social networks.
C&A X Gisele Bündchen
To create buzz around the Gisele Bündchen collection for C&A, we put the Über model in the brand flagship store window in São Paulo.
C&A / Fim de Semana Abusado
Retail campaign that increased more than 15% the sales during the weekends on the physical stores, bringing together the Brazilian Funk (soundtrack) with a powerful fashion imagery. The campaign had a huge digital presence and TV coverage.
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