Series of content available on Amazon’s virtual assistant is inspired by and starring publicist Alex Kiyohara
“Alexa, open trans visibility” is the message that triggers Amazon’s virtual assistant, in an action by O Boticário to celebrate the International Day of Trans Visibility, celebrated on March 31. The “Alex’s Stories” campaign, co-created by AlmapBBDO, is inspired by the story and experiences of publicist Alex Kiyohara, a 25-year-old trans man who is a diversity and inclusion specialist at Quinto Andar.
It is he who stars in the series of content available on Amazon’s virtual assistant and presents the themes. Among them, breaking expectations, aesthetic standards, safe environment, culture & representation, giving back protagonism and opportunities.
“For me, it was very important to participate in this work, because I feel that I was able to reformulate the narrative of trans people that is seen by society. I was able to bring another view of how all these stories really happen”, says Alex Kiyohara, who was invited by the Almap agency.
According to Marcela De Masi, O Boticário’s marketing director, the action seeks to generate more knowledge about the date and provoke consistent debates about representativeness.
“Today, we have 43 trans employees – we are still committed to expanding this participation internally –, but also very active in creating communication that is free from stereotypes, an initiative endorsed by our ESG agenda and recent initiatives, such as the Diversa Beleza movement”, he concludes. .
Fact Sheet – Alexa
Advertiser: O Boticario
Agency: AlmapBBDO
Title: Alexa
CCO: Luiz Sanches, Pernil
Creative Vice President: Marcelo Nogueira
Creative Director: Renato Butori, Rodrigo Resende
Creation: Carlos Yanke, Michelle Gorodski, Marcos Lee, Charles Faria
Content Director: Chris Melo
Content Strategy: Gabriela Pacheco
Producer: Yara Tieppo
Audiovisual: Vera Jacinto, Diego Villas Boas
Attendance: Camilla Massari, Daniela Teixeira, Andressa Duo
Sound Producer: Raw
Digital production: Lilian Cavallini, Sabrina Ramiles and 20 Dash
Approval: Alexandre Bouza, Renata Gomide and Marcela De Masi
