{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"TYPE DESIGN","is_link":false},{"keyword":"ENTRANT COMPANY","content":"VML SINGAPORE, SINGAPORE","is_link":false},{"keyword":"TITLE","content":"LUX RECLAIM HER NAME","is_link":false},{"keyword":"BRAND","content":"LUX","is_link":false},{"keyword":"ADVERTISER","content":"UNILEVER","is_link":false},{"keyword":"AGENCY","content":"VML SINGAPORE, SINGAPORE","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"NIMESH DESAI","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"HINOTI JOSHI","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"MARCO VERSOLATO\/MATEUSZ MROSZCZAK","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"MARK  BRENNDORFER\/LOVINIA EE\/BELLA ZHANG","is_link":false},{"keyword":"ART DIRECTOR","content":"EE MIN GOH\/SHERYN AU","is_link":false},{"keyword":"COPYWRITER","content":"MATTHEW HO\/WYNNE LI","is_link":false},{"keyword":"TECHNICAL DIRECTOR","content":"SKY CHEN\/SHREK WANG","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"GERRI HAMILL\/KIMIE ONG","is_link":false},{"keyword":"AGENCY PRODUCER","content":"KIMIE ONG","is_link":false},{"keyword":"DESIGNER","content":"SEAN TANG","is_link":false},{"keyword":"ANIMATOR SPECIAL EFFECTS","content":"FILILMI ZIN\/RUDY WONG","is_link":false},{"keyword":"BUSINESS STRATEGY DIRECTOR","content":"DOMINGO MORENO\/JOSSLYN LI","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"RICCA TEOTICO\/QUEENIE SHI ","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"DOMINGO MORENO","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"JOSSLYN LI","is_link":false},{"keyword":"PR AGENCY","content":"FOR THE RIGHT REASONS, AMSTERDAM","is_link":false},{"keyword":"PR DIRECTOR","content":"JESSICA HARTLEY","is_link":false},{"keyword":"OTHER PR CREDITS","content":"NYKO RODRIGUEZ\/CHERIE TAN","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"CANJA AUDIO CULTURE, SAO PAULO","is_link":false},{"keyword":"SOUND DESIGNER","content":"ARDLEZ CASTRO","is_link":false},{"keyword":"SOUND EXECUTIVE PRODUCER","content":"FILIPE LOPES\/MURILO PEPLER","is_link":false},{"keyword":"MUSIC DIRECTOR","content":"EDUARDO KARAS\/FILIPE RESENDE\/BRUNO VIEIRA  BRIXEL","is_link":false},{"keyword":"MUSIC ARRANGER","content":"NANDO CASTRO","is_link":false},{"keyword":"OTHER SOUND PRODUCTION CREDITS","content":"NESSA MAFRA\/ANA FLOR BOHRER\/MARIANA ALDRIGUE\/FABI LUGLI\/SUELLEN ALVES ","is_link":false},{"keyword":"BACKGROUND OVERVIEW","content":"\"Reclaim Her Name\" harnesses the power of design to empower Chinese women, transforming sexist names into symbols of strength, helping them reclaim their identities. The campaign seamlessly blends cultural heritage with modern technology to create a transformative experience. A new font, inspired by the Nu Shu script – a centuries-old writing system used exclusively by women in China – combines with the platform's intuitive interface, allowing women to transform their names from sexist to empowering with a simple phone shake. \"Reclaim Her Name\" showcases the power of design to drive meaningful social change.\r\n<br>Each new name wasn’t randomly generated. Instead, the tool—powered by AI—retained the structural essence of each woman’s original name, reshaping it into a positive evolution. In Chinese, where each character is rich with layered meaning, even a small rearrangement of strokes can reshape intent—from passive to powerful, from critique to blessing. \r\n<br>To ground this digital experience in cultural authenticity, we crafted a bespoke typeface inspired by Nu Shu—an ancient, secret script. The New Women’s Font was developed through deep archival research and digital craft, turning once-hidden female expression into a bold, visible language for change in reclaiming women’s identities.\r\n<br>","is_link":false}],"files2":[{"name":"DE10_001.mp4","type":"mp4"},{"name":"DE10_001_DI01L.jpg","type":"jpg"}],"count":2}