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Category
Technology as a Creative Tool
Annual ID
OS25_CT006S
Background
By 2025, over a billion women across the world will be postmenopausal.
But there are still few alternatives to relieve the most common symptom of this period: hot flashes.
Hot flashes are intense, sudden waves of heat caused by diminished estrogen production, which destabilizes the area in the brain responsible for temperature control.
Occurring more frequently at night, hot flashes lead to many nighttime awakenings, further intensifying the sleep problems faced by women going through this period.
But there are still few alternatives to relieve the most common symptom of this period: hot flashes.
Hot flashes are intense, sudden waves of heat caused by diminished estrogen production, which destabilizes the area in the brain responsible for temperature control.
Occurring more frequently at night, hot flashes lead to many nighttime awakenings, further intensifying the sleep problems faced by women going through this period.
Creative Idea
Menopause Mode uses artificial intelligence to integrate, for the first time, the air conditioner with the smartwatch, aiming to recognize hot flashes as they occur and automatically send a refreshing wave of air into the environment, providing relief and comfort for women. Automating this process means women don’t have to turn the air conditioner on and off all night, and often don’t even have to wake up, as the room temperature adjusts automatically as hot flashes appear.
Endorsed by major women’s health organizations, this is undoubtedly a new, crucial ally for women navigating this challenging time, one that still faces considerable societal stigma.
Endorsed by major women’s health organizations, this is undoubtedly a new, crucial ally for women navigating this challenging time, one that still faces considerable societal stigma.
Insights & Strategy
Hot flashes are the most common symptom of menopause, reported by 80% of women going through this period. While the use of air conditioning is a well-known alternative to relieve these heat waves, with the help of the exclusive LG Dual Inverter technology, it becomes possible to make this relief even more comfortable and effective for women.
The target audience is women going through menopause, particularly those who suffer from hot flashes and the sleep issues caused by this symptom. These women are looking for a practical, efficient, and automated solution to improve their quality of life, especially at night.
Menopause Mode is an innovation that uses artificial intelligence to provide more comfort and practicality during this challenging phase of women's lives, particularly at night when hot flashes become more frequent and intense.
By automating the temperature adjustment of the air conditioning, this technology provides immediate, personalized relief, ensuring a more comfortable environment.
Menopause Mode continues the work that LG started with the introduction of innovative technologies to improve people's lives. Just as LG has been dedicated to creating technological solutions that meet the needs of women, Menopause Mode is yet another example of this commitment, using artificial intelligence to provide personalized and automated relief, ensuring more comfort and well-being for women around the world.
The target audience is women going through menopause, particularly those who suffer from hot flashes and the sleep issues caused by this symptom. These women are looking for a practical, efficient, and automated solution to improve their quality of life, especially at night.
Menopause Mode is an innovation that uses artificial intelligence to provide more comfort and practicality during this challenging phase of women's lives, particularly at night when hot flashes become more frequent and intense.
By automating the temperature adjustment of the air conditioning, this technology provides immediate, personalized relief, ensuring a more comfortable environment.
Menopause Mode continues the work that LG started with the introduction of innovative technologies to improve people's lives. Just as LG has been dedicated to creating technological solutions that meet the needs of women, Menopause Mode is yet another example of this commitment, using artificial intelligence to provide personalized and automated relief, ensuring more comfort and well-being for women around the world.
Execution
Menopause Mode is an app that, for the first time, integrates a smartwatch, a mobile phone, and the LG Dual Inverter air conditioner. Its development began with our research alongside doctors and specialists, where we discovered that during a hot flash, some vital signs of the body undergo changes, including heart rate, temperature, and oxygenation.
We then used the sensors of a smartwatch to monitor these three vital signs of women in real time. The app receives these three parameters in real time and, using artificial intelligence, identifies when they simultaneously change, recognizing the occurrence of a possible hot flash.
Once the app recognizes the hot flash, it sends a signal to the LG Dual Inverter air conditioner, which is also integrated with the app. Using its exclusive ThinQ AI technology, the LG air conditioner detects the signal and automatically activates the menopause mode, lowering the temperature, increasing the power, and directing the airflow downwards.
We then used the sensors of a smartwatch to monitor these three vital signs of women in real time. The app receives these three parameters in real time and, using artificial intelligence, identifies when they simultaneously change, recognizing the occurrence of a possible hot flash.
Once the app recognizes the hot flash, it sends a signal to the LG Dual Inverter air conditioner, which is also integrated with the app. Using its exclusive ThinQ AI technology, the LG air conditioner detects the signal and automatically activates the menopause mode, lowering the temperature, increasing the power, and directing the airflow downwards.
Results
After six months of testing, with a 98% approval rate, Menopause Mode achieved results beyond expectations. The app has been endorsed by several institutions related to women's health and by healthcare professionals. The launch video of the app garnered over 15 million views on YouTube and Instagram, generating significant coverage in specialized media, with over 20 million reais in earned media.
Since its launch, Menopause Mode has helped solidify LG as the leader in the air conditioning market in Brazil, with 2,4 million units sold in 2024. Women in menopause and community members helped spread the news on social media, with an overwhelmingly positive response. The app's effectiveness, confirmed by testimonials and reviews from women at different stages of menopause, reflects the positive impact and relevance of Menopause Mode in improving the quality of life for women going through this phase.
Since its launch, Menopause Mode has helped solidify LG as the leader in the air conditioning market in Brazil, with 2,4 million units sold in 2024. Women in menopause and community members helped spread the news on social media, with an overwhelmingly positive response. The app's effectiveness, confirmed by testimonials and reviews from women at different stages of menopause, reflects the positive impact and relevance of Menopause Mode in improving the quality of life for women going through this phase.
2025 Awards
Total Points: 21
Silver Pencil
Credits
Agency
AlmapBBDO / Sao Paulo
Digital Agency
20DASH / Sao Paulo
Production Company
Compañia / Sao Paulo
Music / Sound Production Company
Ganso Music / São Paulo
Art Director
Francis Alan
Chief Creative Officer
Luiz Sanches
Pernil .
Composer
Cesar Brandão
Patricia Coelho
Copywriter
Fabio Tedeschi
Creative Director
daniel chagas martins
Daniell Rezende
Director
Jorge Teivellis
Director of Photography
Rafael Trindade
Editor
Serginho Diniz
Executive Creative Director
Rafael Gil
Rodrigo Almeida
Motion Designer
Misael Mululo
Akira Takiishi
Agency Producer
Charles Nobili
Amanda Arcaro
Art Director of Film
Camile Comardine
Executive Producer
Maria João Calheiros
Marquinhos Monteiro
Account Team
Renata Carvalho
Viviane Sgarb Sgarbi
Mayara Cortez
Isabel Reis
Lais Oliveira
Approval
Rodrigo Fiani
Sonah Lee
Raquel Jesus
Kelly Cristina
Case Editor
Carlos Eduardo Silva
Bruno Chiosea
Chief Executive Officer
Filipe Bartholomeu
Color Grading
Eduardo Coelho
Content Strategy
William Loiola
Deise Esteves
Head of Creative Technology
Lilian Cavallini
Head of Production
Diego Villas Boas
Media Team
Patrícia Gogliara
Adriana Roza
Lucas Gilardino
Raquel Andrade
João Eustáquio
Mixing / Finishing
Ganso Music Team
Music director
Cesar Brandão
Patricia Coelho
Planner
Beatriz Scheuer
Julia Albero
Gabriel Ridolfi
Yannka Santos
Post Production / VFX
Compañia Team
Production Coordinator
Marcos Monteiro
Lourenço Almeida
Production director
Giba Rodrigues
Project Manager
Luan Henriques
Renata Roberta
Special Projects
Carol Anjos
Special Projects Coordinator
Julia Newman
Technology APP
Denis Shirazi
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