Alexa's Burnout
Award: Graphite Pencil
Graphite Pencil / Radio & Audio / Tactical / 2021
How to cook? How to homeschool? How to work out at home? Lockdown brought many questions. But many people forgot the most important of all: how am I feeling? This led to a rise in burnout syndrome affecting one in three employed Brazilians. To raise awareness around this hard-to-spot matter, Africa used a seemingly unbreakable home worker: Amazon's Alexa. For one day, the most frequent requests and questions made by users were answered inappropriately, so people could relate to burnout symptoms.
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What did the judges have to say?
"I like how this work ‘hacked’ a popular voice search assistant to draw attention to the effects of stress and burnout in an unexpected way. I also like that it ran for one day only, turning big media conversation towards the issue. Really clever."
Tseliso Rangaka, Chief Creative Officer, FCB Joburg
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