LG is rolling out beta testing for its newest project and feature–Menopause Mode. By integrating artificial intelligence, ThinQ connectivity technology, and smartwatches, the brand is able to provide a solution to identify and quickly respond to a serious problem faced by women in menopause: hot flashes, waves of heat that cause discomfort and affect sleep, compromising overall well-being.
The initiative, created by Brazilian agency AlmapBBDO, uses a smartwatch app, pairing wearable tech with a LG air conditioning (AC) unit. The app monitors body temperature, heart rate, and blood oxygen level in real time, identifying hot flashes during the night and sending an immediate command to the LG Dual Inverter +AI to cool the room quickly and efficiently. After 10 minutes of cooling, the unit returns to the temperature originally set by the user.
This “Menopause Mode” film–directed by Jorge Teivellis via Compania–outlines the technology currently in beta test.
“It’s not just an app that improves women’s well-being. Menopause Mode is taking the smart home to the next level. For the first time, it’ll react to the body’s vital signs,” said Lilian Cavallini, head of creative technology at AlmapBBDO.
One-third of Brazilian women will experience extreme hot flashes
The Brazilian Institute of Geography and Statistics (IBGE) estimates that around 29 million women in Brazil are currently menopausal – approximately 7.9% of the country’s female population¹. A full third of them will experience moderate to severe hot flashes during menopause, significantly affecting their quality of life.
While it is an inevitable part of many women’s lives, menopause is still hardly a common topic of conversation. A recent study by hygiene and health company Essity,² which heard 2,000 Brazilian women, revealed that 7 in 10 interviewees (69%) agree that menopause is still a taboo – and that’s the case far beyond Brazil.
CreditsClient LG Brazil Agency AlmapBBDO Filipe Bartholomeu, president & CEO; Luiz Sanches, Pernil, chief creative officers; Rafael Gil, Rodrigo Almeida, executive creative directors; Daniel Chagas Martins, Daniell Rezende, creative directors; Lilian Cavallini, creative and head of creative technology; Fabio Tedeschi, Francis Alan França, creatives; Luan Henriques, tech project manager; Denis Shirazi, app development (20DASH); William Loiola, Deise Esteves, content strategy; Diego Villas Bôas, Charles Nobili, Amanda Arcaro, AV production. Production Compania Jorge Teivellis, director; Rafael Trindade, DP; Barbara Aranega, assistant director; Maria Joao Calheiros, Marquinhos Monteiro, exec producers; Giba Rodrigues, production director; Marcos Monteiro, Lourenco Almeida, production coordinators; Camile Comardine, art diector; Gi Marcondes, wardrobe; Lourenco Almeida, casting. Postproduction/VFX Compania Serginho Diniz, editor; Eduardo “Dudu” Coelho, colorist. Motion Graphics Kikira Akira Takiishi, motion graphics. Audio Ganso Music Cesar Brandao, Patricia Coelho, musical direction & composers. Mix & Post Ganso Music
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More