| 标题 | Undercover Commentator |
| 广告公司 | AlmapBBDO |
| 广告战役 | Undercover Commentator |
| 广告主 | PepsiCo Inc. |
| 品牌 | Lay's |
| 首次发布日期 | 2024 / 4 |
| 行业领域 | 薯条、薯片和薄脆饼干 |
| 哲学 | 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. |
| 媒体类别 | Integrated Media/360 Activation |
| 长度 | |
| President & CEO | Filipe Bartholomeu |
| 首席创意官 | Luiz Sanches |
| 首席创意官 | Marco Giannelli |
| 首席创意官 | Pernil |
| 执行创意总监 | Fernando Duarte |
| 执行创意总监 | Henrique Del Lama |
| 执行创意总监 | Pedro Corbett |
| 创意团队 | Ingryd Cruz |
| 创意团队 | Pedro Ximenes |
| 客户主管 | Fernanda Tedde |
| 客户主管 | Tatiana Vidonscky |
| 客户主管 | Marcus Avena |
| 客户主管 | Shedia Marzouk |
| 客户主管 | Gisella Oyola |
| Planning Team | João Gabriel Fernandes Da Silva |
| Planning Team | 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 |
| 项目经理 | Saulo Baumgartner Mosna |
| Developer | Rodrigo Roglio |
| Social Listening | Gustavo Arakawa |
| Approval Client | Simone Simões |
| Approval Client | Daniella Lopes |
| Approval Client | Giovanna Miranda |
| Offline | Adriana Roza |
| Offline | Gabriel Ezequiel |
| Digital Production | Ampfy |
| Radio | Bandeirantes |
| AV Production | Diego Villas Boas |
| AV Production | Charles Nobili |
| Image Production | Compañia |
| 音效制作 | Cabaret |
| Cast | Elaine Trevisan |
| Cast | Ricardo Capriotti |
| Cast | Ulisses Costa |
| Cast | Claudio Zaidan |
| PR Agency | InPress Porter Novelli |
| 客户总监 | Thais Szpigel |
| 客户经理 | Vivian Fróes |
| 客户主管 | Barbara Crivelaro |
| 客户主管 | Thais Benica |
| 客户主管 | Vinicius Redaelli |
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