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 AlmapBBDO, uses a smartwatch app, pairing wearable tech with a 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,” says Lilian Cavallini, Head of Creative Technology at AlmapBBDO.
“Here at LG, we always seek to use artificial intelligence to offer benefits to our consumer, and this is the 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,'” says Rodrigo Fiani, the 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 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.
The project has an official website: https://modomenopausa.com.br/
In addition to the film introducing the new technology, the project includes creative initiatives and digital content about menopause. Brazilian celebrities including Adriane Galisteu (@galisteuoficial) and Carol Loback (@carolinaloback) are sharing their experiences during menopause to help connect to an audience of women who are grappling with the same issues.
- 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
- ¹ https://saude.abril.com.br/coluna/com-a-palavra/29-milhoes-de-mulheres-estao-na-menopausa-precisamos-falar-mais-sobre-ela
- ² https://www.essity.com/company/breaking-barriers-to-well-being/events/world-menopause-day/menopause-study/
