Losing Lena by Clemenger BBDO

Date: Nov 2019
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Creative technology platform Creatable and social enterprise Code Like a Girl have collaborated to remove one image to make millions of women feel welcome in tech.

The campaign, called “Losing Lena”, stems from a story about how a Swedish Playboy model named Lena posed as the Miss November centerfold in 1972. A year later, the centrefold was chosen by male researchers at the University of Southern California (USC) as an ideal test image for the algorithms they were working on to turn physical photos into digital bits.

The research laid the groundwork for the creation of the Jpeg, which is now a widely used standard for images.

However, 46 years on, Lena is still being used as a test image. According to Creatable and Code Like Girl, this is symbolic of how women were left out and pushed out of the industry.

To highlight this, both organisations is using a documentary as part of the campaign that questions the tenets of the tech industry and makes the viewer think about why Lena’s image is still being using.

It aims to ultimately highlight the similar challenges and biases women in tech have experienced around the world.

The documentary will be screened at a series of events hosted by Code Like a Girl and on the Facebook Watch platform from November 26 onwards.

The campaign also calls on members of the tech industry, businesses, universities and organisations to commit to Losing Lena at www.losinglena.com, as well as find substitute images that can be used for image processing testing.

People can also express their support via Code Like a Girl’s Facebook Messenger chatbot.

"The role of Lena’s image in tech’s history is representative of so many of our industry’s shortcomings. Tech is used by everyone – no matter your age, gender, ethnicity, or sexual identity. But when our tech is developed by a small subset of homogenous individuals, it’s impossible for the end product to be without bias,” said Ally Watson, founder and chief executive of Code Like a Girl.

"This documentary illustrates just how much effort is still needed to increase diversity in the teams building tech. It’s a call to the leaders of our industry to commit to Losing Lena. Because with the removal of one image, we’re better positioned to welcome millions of women to the table."

Lena added: “I retired from modelling a long time ago. It’s time I retired from tech, too. We can make a simple change today that creates a lasting change for tomorrow. Let’s commit to losing me.”

Credits

CLIENT: CREATABLE

GREG ATTWELLS – CO-FOUNDER

CLIENT: CODE LIKE A GIRL

ALLY WATSON – FOUNDER & CEO

JOSEPHINE COLSON – CHIEF MARKETING OFFICER

CREATIVE AGENCY: CLEMENGER BBDO SYDNEY

BEN COULSON - CCO

BRENDAN WILLENBERG - CREATIVE DIRECTOR

BRENDAN FORSTER - HEAD OF CREATIVE TECHNOLOGY

CHRIS PEARCE - SENIOR COPYWRITER

ROWAN FOXCROFT - SENIOR ART DIRECTOR

DAVE LIDSTER - CREATIVE

DANIEL MORTENSEN - HEAD OF CRAFT

IVAN SO - DIGITAL DESIGN LEAD

JAY YOUNG - SENIOR DIGITAL DESIGNER / DEVELOPER

DALE EMROSE - FRONT END DEVELOPER

DENISE MCKEON - HEAD OF INTEGRATED PRODUCTION

CLAIRE BISSET - INTERACTIVE EXECUTIVE PRODUCER

NICK GARRETT - CEO

CATH BOSSON - GROUP ACCOUNT DIRECTOR

SMARAN JWORCHAN - SENIOR ACCOUNT DIRECTOR

REBECCA DE BEER - COMMUNICATIONS PLANNER

JOE MAURICI - EDITOR

ALEX GUTERRES – EDITOR

EMILY CORNELIUS- EDITOR

JESS MORGAN – ONLINE EDITOR

ROBBIE BALATINCZ - SOUND ENGINEER

PAUL NAGY – ECD

PRODUCTION COMPANY: FINCH

KYRA BARTLEY - FINCH - DIRECTOR

FRANCESCA WALKER - FINCH - PRODUCED BY

MICHAEL HILLIARD - FINCH - PRODUCER

LUKE MAZZAFERRO - FINCH - PRODUCER

ROB GALLUZZO - FINCH - EXECUTIVE PRODUCER

COREY ESSE – FINCH - EXECUTIVE PRODUCER

LOREN BRADLEY - FINCH - EXECUTIVE PRODUCER

ANNA HOWARD ACS - DIRECTOR OF PHOTOGRAPHY

KRIS ROWE - EDITOR

MEDIA PARTNER AND FILM DISTRIBUTION: FACEBOOK

ANDY BLOOD – CREATIVE STRATEGIST, FACEBOOK CREATIVE SHOP

KAREN MAURICE-O’LEARY – CREATIVE STRATEGIST, FACEBOOK CREATIVE SHOP

DIGITAL AND BOT DEVELOPMENT: KAMBER

JONATHON BINK – BOT UX DESIGN & PRODUCTION

REBECCAH CHURCHWARD – PRODUCER

TECH PLATFORM: THE BOT PLATFORM

SYD LAWRENCE – CEO & CO-FOUNDER

PR (AUSTRALIA): CLEMENGER PR

NICK ZONNIOS – HEAD OF CLEMENGER PR

SOPHIE TRUTER – SENIOR ACCOUNT MANAGER

GEORGIA RANDALL – PR & SOCIAL COORDINATOR

PR (USA): PORTER NOVELLI

STRAHAN WALLIS - PROJECT LEAD, MANAGING DIRECTOR, PORTER NOVELLI LA

SARAH LEWIS - PROJECT LEAD, ACCOUNT MANAGER, DIVERSITY & INCLUSION CHAMPION, PORTER NOVELLI LA

KYLIE BANKS - MEDIA RELATIONS LEAD, ACCOUNT SUPERVISOR, PORTER NOVELLI LA

ROSIE DE QUELJOE - MEDIA RELATIONS CO-LEAD, SENIOR ACCOUNT EXECUTIVE, PORTER NOVELLI LA

SARAH VASQUEZ - ACCOUNT EXECUTIVE, PORTER NOVELLI LA

GLADYS CARDENAS - ASSISTANT ACCOUNT EXECUTIVE, PORTER NOVELLI LA

MIRNA GORGY - ACCOUNT COORDINATOR, PORTER NOVELLI LA

HEIDI DEHART - ACCOUNT EXECUTIVE, PORTER NOVELLI SEATTLE

CAROLINE REGAN - ACCOUNT MANAGER, CONE COMMUNICATIONS (A PORTER NOVELLI COMPANY).

SANDY SKEES, US PANEL MODERATOR, GLOBAL LEAD OF INNOVATION & IMPACT PRACTICE, PORTER NOVELLI SF

WHO HAS FEATURED IN THE FILM:

ALLY WATSON, FOUNDER AND CEO OF CODE LIKE A GIRL

ALICIA MORRIS, COMPUTER SCIENCE TEACHER, MENDEZ HIGH SCHOOL IN CALIFORNIA

DAVID LOWE, DEPUTY DEAN OF ENGINEERING, UNIVERSITY OF SYDNEY

DEANNA NEEDELL, PROFESSOR OF MATHEMATICS, AT UNIVERSITY OF CALIFORNIA, LOS ANGELES

DEBBIE STERLING, FOUNDER AND CEO OF GOLDIEBLOX

EMILY CHANG, AUTHOR ‘BROTOPIA’ & BLOOMBERG NEWS ANCHOR

GREG ATTWELLS, CO-FOUNDER OF CREATABLE

JANE MARGOLIS, SENIOR RESEARCHER, UNIVERSITY OF CALIFORNIA, LOS ANGELES, AUTHOR AND WHITE HOUSE CHAMPION OF CHANGE

KÁRA MCCULLOUGH, NUCLEAR SCIENTIST AND FORMER MISS USA 2017

LENA, 1972 NOVEMBER PLAYBOY CENTREFOLD

TOK THOMPSON, PROFESSOR OF ANTHROPOLOGY, UNIVERSITY OF SOUTHERN CALIFORNIA, LOS ANGELES

LOSING LENA FILM PRODUCTION CREDITS:

PRODUCTION COMPANY: FINCH

DIRECTOR: KYRA BARTLEY

PRODUCED BY: FRANCESCA WALKER

PRODUCERS: MICHAEL HILLIARD AND LUKE MAZZAFERRO

EXECUTIVE PRODUCERS: ROB GALLUZZO, LOREN BRADLEY AND COREY ESSE

DIRECTOR OF PHOTOGRAPHY: ANNA HOWARD ACS

EDITOR: KRIS ROWE

POST-PRODUCTION: ATTICUS

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ING: Give Me Something Good by VCCP

Added 06 December 2019
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