Gear Seven/Arc Studios/Shift
Wake The Town
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Creatable and Code Like a Girl’s ‘Losing Lena’ Documentary Launches on Facebook Watch



Film asks us to remove one image from the Internet to make women feel welcome in tech

Creatable and Code Like a Girl’s ‘Losing Lena’ Documentary Launches on Facebook Watch

In a first for the Australian film industry, the Losing Lena documentary film has launched today on Facebook Watch and is now available to a global audience. This follows a series of successful screening events across Australia and the US.

The film and campaign, developed by Clemenger BBDO Sydney and FINCH for Creatable and Code Like a Girl, explores the secret hidden in every website and digital image we’ve ever seen – Lena.

Lena’s story began in 1972, when the Swedish model posed as the Miss November centrefold. The next year, her centrefold was chosen by some men 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. This research laid the groundwork for what would later become the jpeg, an image standard that revolutionised our digital world.

Incredibly, 46 years on, Lena is still the most infamous test image in the world. She is symbolic of how women were left out, and pushed out, of the industry.

Losing Lena is a compelling documentary that questions the very tenets of the tech industry and leaves us pondering: Why wasn’t Lena retired years ago? It explores a thread that binds together so many similar challenges and biases women in tech have experienced around the world.

The film is available to view on Facebook Watch here, and more information about the campaign can be found at


Agency / Creative
Music / Sound
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genres: Documentary

Categories: Women's Rights, Corporate, Social and PSAs

Clemenger BBDO Sydney, Wed, 27 Nov 2019 04:36:04 GMT