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. 

Credits

Client 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

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