SÃO PAULO, BRAZIL — Home appliance brand LG has rolled out beta testing for its newest project and feature — Menopause Mode. By integrating artificial intelligence, ThinQ connectivity technology, and smartwatches, the brand provides a solution to identify and quickly respond to a serious problem menopausal women face: hot flashes and waves of heat that cause discomfort and affect sleep, compromising overall well-being.
The initiative, created by creative agency AlmapBBDO, uses a smartwatch app to pair wearable tech with an LG air conditioning 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.
“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.
“Here at LG, we always seek to use artificial intelligence to offer benefits to our consumers, and this is proof that technology can really make people’s lives better, starting with our partners in this initiative, Adriane Galisteu and Carol Loback. We’re reinforcing our commitment to applying affectionate intelligence, which is one of the pillars of our global positioning, along with our overarching purpose ‘Life’s Good,'” shared Rodrigo Fiani, Vice President of IT, B2B, and AC Sales for LG in Brazil.
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 population. 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, which heard 2,000 Brazilian women, revealed that seven in ten interviewees (69%) agree that menopause is still a taboo — and that’s the case far beyond Brazil.
In addition to the film introducing the new technology, the project includes creative initiatives and digital content about menopause. Brazilian celebrities including Adriane Galisteu and Carol Loback are sharing their experiences during menopause to help connect to an audience of women who are grappling with the same issues.
To go through the project’s website, click here.
CREDITS:
Agency: AlmapBBDO
Advertiser: LG Brasil
Title: Menopause Mode
Product: Dual Inverter AC + AI
President and CEO: Filipe Bartholomeu
CCOs: Luiz Sanches and Pernil
Executive Creative Directors: Rafael Gil and Rodrigo Almeida
Creative Directors: Daniel Chagas Martins, and Daniell Rezende
Creative: Lilian Cavallini, Fabio Tedeschi, and Francis Alan França
Head of Creative Technology: Lilian Cavallini
Tech Project Manager: Luan Henriques
Tech Project Intern: Renata Roberta
App Development: Denis Shirazi (20DASH)
Liaisons: Renata Carvalho, Viviane Sgarbi, Mayara Cortez, Isabel Reis, and Lais Oliveira
Planning: Beatriz Scheuer, Julia Albero, Gabriel Ridolfi, and Yannka Santos
Media: Patrícia Gogliara, Adriana Roza, Lucas Gilardino, Raquel Andrade, and João Eustáquio
Content Strategy: William Loiola and Deise Esteves
AV Production: Diego Villas Bôas, Charles Nobili, and Amanda Arcaro
Client Services/Approval: Rodrigo Fiani, Sonah Lee, Raquel Jesus, and Kelly Cristina
Image Production: Compañia
Director: Jorge Teivellis
DP: Rafael Trindade
Assistant Directors: Barbara Aranega
Executive Producers: Maria João Calheiros/Marquinhos Monteiro
Production Director: Giba Rodrigues
Production Coordinators: Marcos Monteiro/Lourenço Almeida
Art Director: Camile Comardine
Wardrobe: Gi Marcondes
Casting: Lourenço Almeida
Post-Production/ VFX: Compañia
Editor: Serginho Diniz
Color Grading: Eduardo “Dudu” Coelho
Motion Graphics: Akira Takiishi – Kikira
Audio Production: Ganso Music
Musical Direction: Cesar Brandão and Patricia Coelho
Composers: Cesar Brandão and Patricia Coelho
Mix and Post: Ganso Music
