LG Brasil Puts AI Inside the Air Conditioner to Fight Hot Flashes
Menopause Mode is a beta-testing initiative by LG Brasil and AlmapBBDO, launched in Brazil in mid-2024, that uses artificial intelligence, ThinQ connectivity technology, and smartwatch biometric monitoring to detect menopausal hot flashes during the night and automatically cool the room for ten minutes before returning to the user's original temperature setting.
The campaign addresses a physiological reality that affects millions of women across Brazil. According to the Brazilian Institute of Geography and Statistics (IBGE), approximately 29 million women in Brazil are currently menopausal, representing roughly 7.9% of the country's female population. Hot flashes rank among the most disruptive symptoms of menopause, interrupting sleep and degrading overall well-being in ways that standard air conditioning, operating on fixed schedules or manual input, cannot address. Menopause Mode proposes something categorically different: a household product that listens to the body rather than to a thermostat.
The initiative pairs a dedicated smartwatch application with LG's Dual Inverter +AI air conditioning unit. The app monitors body temperature, heart rate, and blood oxygen levels in real time. When the system identifies a hot flash, it sends an immediate command through ThinQ connectivity to the air conditioner, which cools the room efficiently and autonomously. After ten minutes, the unit returns to the temperature the user originally selected. The experience is automatic, unintrusive, and reversible — a design principle that reflects the campaign's core argument that affectionate intelligence, as LG describes its AI philosophy, should serve life without requiring the user to intervene. Rodrigo Fiani, Vice President of IT, B2B, and AC Sales for LG in Brazil, described the initiative as direct proof that technology can make people's lives better, citing LG's global positioning around the purpose "Life's Good". The campaign received industry recognition at The One Show 2025, where it earned a Silver Pencil in the Use of Smart Devices and Voice Assistants category, as reported by The One Club.
AlmapBBDO identified a gap between the demographic scale of menopause in Brazil and the near-total absence of consumer technology designed to respond to it. The strategic logic is built on a population insight rather than a lifestyle aspiration. With approximately 29 million menopausal women in Brazil according to IBGE, and with one-third of Brazilian women estimated to experience extreme hot flashes, the addressable audience for a behaviorally responsive air conditioner is substantial, specific, and underserved by existing household appliance competitors.
In Brazil, air-conditioner penetration in residential households sits at approximately 22%, according to data cited by Pdf Marketpublishers, which signals both the category's growth potential and the relatively low baseline from which connected, AI-enabled units must compete. LG Brasil operates in a moderately concentrated home-appliance market where the top five suppliers account for the majority of sales, as noted by pdf.marketpublishers.com. Competitors such as Samsung and Electrolux hold significant positions in the Brazilian appliance category, making differentiation through platform intelligence — rather than hardware specification alone — a credible strategic lever for LG.
AlmapBBDO's appointment as LG Brasil's agency of record dates to December 2020, with the working relationship beginning in 2021, as reported by Meioemensagem Com Br. The agency replaced Y&R, which had managed LG Brasil's offline account since 2008 and assumed digital responsibilities in 2016, also per meioemensagem.com.br. The remit covers LG's full portfolio including televisions, audio and video equipment, IT products, air conditioners, and white goods across all media channels. Menopause Mode represents the most ambitious application of that brief to date, extending the household product category into biometric health response and positioning LG's ThinQ ecosystem as infrastructure for personal well-being rather than simply home automation. The campaign debuted in Brazil in June and July 2024 as a beta-test phase, with public figures Adriane Galisteu and Carol Loback participating as the initiative's first partners, as reported by adobomagazine.com.
Director Jorge Teivellis led production on Menopause Mode, with Director of Photography Rafael Trindade behind the camera, as documented by musebyclios.com. The production company Compañia handled physical production, also per musebyclios.com. The creative technology dimension of the campaign was led internally at AlmapBBDO by Lilian Cavallini, Head of Creative Technology, whose fingerprints are most visible in the system architecture that makes the experience possible.
Cavallini described the initiative's significance in terms that go beyond product functionality. As reported by musebyclios.com, she stated: "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." That framing — a home that reacts to biology — is the creative thesis, and the production choices follow it. The campaign communicates through demonstration rather than claim, showing the system operating at night, the moment when menopausal disruption is most acute and least manageable by conventional means.
The smartwatch application functions as the user-facing front end of a layered technical system: biometric sensors feed data to the app, which interprets threshold changes in body temperature, heart rate, and blood oxygen levels, then transmits a command via ThinQ connectivity to the LG Dual Inverter +AI unit. The ten-minute cooling window and the automatic return to the user's original setting are not incidental details — they are creative decisions that make the technology feel responsive rather than intrusive. In a household product category where artificial intelligence is frequently invoked as marketing language, Menopause Mode operationalises AI as a specific, legible, body-aware action. Coverage in DesignRush News in July 2024 characterised the concept as a meaningful application of connected home technology, and adobo Magazine, in coverage updated through March 2025, highlighted the testimonial dimension provided by Adriane Galisteu and Carol Loback as grounding the technological narrative in lived female experience.
Menopause Mode earned a Silver Pencil at The One Show 2025 in the Use of Smart Devices and Voice Assistants category, accumulating 21 total points, as reported by oneclub.org. The campaign also received an award listing at D&AD 2025 in the Digital Marketing category, as verified by dandad.org, with the specific Pencil level not publicly specified. An entry was additionally verified at the Clio Awards 2025 in the Creative Use of Data — Specific Target Audience category, as confirmed by the Clio Awards, with the winning level not publicly specified at the time of writing.
No independently verified sales or reach metrics for the Menopause Mode beta-test phase are publicly available. The campaign launched in a controlled beta format with named participants rather than a broad consumer rollout, which structurally limits the pool of performance data accessible to external analysis. What the award trajectory does confirm is that the advertising industry's most rigorous creative juries evaluated the campaign's strategic use of smart devices and biometric data as genuinely distinct within the household product and connected-home categories.
Structurally, the campaign's effectiveness argument rests on specificity. It targets a demographically defined, biologically specific need state — nocturnal hot flashes in menopausal women — and resolves it through an automated system that requires no user action during the moment of discomfort. That design logic eliminates friction at the point of greatest need, which is the most direct possible demonstration of a product's utility. Clapboard rates Menopause Mode at 78 out of 100, reflecting strong strategic originality and creative technology execution, with the beta-test scope and limited independently verified public performance data preventing a higher score.
Menopause Mode is a beta-test feature by LG Brasil and AlmapBBDO that uses AI and ThinQ connectivity to detect hot flashes via a smartwatch and automatically cool the room. The smartwatch monitors body temperature, heart rate, and blood oxygen, then commands the LG Dual Inverter +AI air conditioner to lower the temperature for ten minutes before resetting.
AlmapBBDO created Menopause Mode for LG Brasil. The agency has held the LG Brasil account since December 2020, as reported by meioemensagem.com.br, replacing Y&R. Creative technology leadership came from Lilian Cavallini, Head of Creative Technology at AlmapBBDO, with Jorge Teivellis directing the production, per musebyclios.com.
Menopause Mode won a Silver Pencil at The One Show 2025 in the Use of Smart Devices and Voice Assistants category, per oneclub.org. It also received recognition at D&AD 2025 in Digital Marketing, per dandad.org, and was entered at the Clio Awards 2025 in the Creative Use of Data category, as confirmed by the Clio Awards.
Approximately 29 million women in Brazil are currently menopausal, representing roughly 7.9% of the country's female population, according to the Brazilian Institute of Geography and Statistics (IBGE). This demographic scale underpins AlmapBBDO's strategic rationale for targeting menopausal hot flashes as a specific, addressable problem through LG's ThinQ-connected air conditioning technology.
ThinQ is LG's connectivity platform that links the Menopause Mode smartwatch app to the LG Dual Inverter +AI air conditioning unit. When the app detects a hot flash through biometric monitoring, it transmits an immediate command via ThinQ to cool the room. After ten minutes, the unit returns automatically to the user's original temperature setting.
Clapboard rates Menopause Mode at 78 out of 100. The score reflects strong strategic originality in applying artificial intelligence and biometric monitoring to a household product, and recognises the campaign's industry award trajectory at The One Show, D&AD, and the Clio Awards, balanced against the limited independently verified public performance data from its beta-test phase.
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