Cultural Intelligence
How the message may land in another cultural environment. Eight Chameleo axes, plus storytelling, tone, speech, and visual signals.
Content Intelligence
Audit your campaign before you publish
Upload a campaign asset and see how it may land across cultures, identities, and audiences.
Run a content auditTwo independent audits
Cultural fit and equity each keep their own score.
DEIB & Equity
Risks of discrimination, exclusion, and stereotyping. Representation, accessibility, and belonging, scored on their own.
How it works
- 1
Analyse
Upload a campaign asset. Add the source market, target market, and the content goal.
- 2
Detect
Speech, visuals, and creative signals are read against the target culture and against equity checks.
- 3
Explain
Each finding comes with evidence: the line, the frame, or the pattern behind it.
- 4
Recommend
Concrete changes to test: framing, tone, call-to-action pressure, casting, captions, and more.
- 5
Recheck
Upload a revised asset and see how cultural fit and DEIB statuses moved.
Assets in. Findings out.
One upload runs Cultural Intelligence and DEIB & Equity as separate tracks.
Supported assets
PDF decks, still frames (PNG, JPG), and short video (MP4, WebM). Add the source market, target market, and the content goal.
What you receive
A cultural fit score with axis gaps, evidence, and red flags. DEIB findings by category, each with status, evidence, a recommendation, and confidence. One combined list of actions to try.
One ad, two reads
A Finnish finance spot often opens on one person in a quiet frame. The line is direct: stop wasting time, get your finances under control. Then a product shot, and a hard close: start today.
Cultural Intelligence
For another market, this track may suggest a more relational frame, an opening that builds trust before the ask, people in a shared setting, and a softer call to action.
DEIB & Equity
The same asset is reviewed on its own: who appears on screen, whether captions are present, and whether a role leans on a stereotype.
Case studies
Real campaign failures where language, visuals, and narrative landed differently than intended. Each link opens a contemporary news report.
Chopsticks humour that felt like mockery
The Shanghai show was cancelled. Several Chinese ecommerce platforms removed the brand.
Chameleo would catchRepresentation, tone, status, and stereotyping. Who looks competent? Who is teaching whom? When does humour tip into humiliation of the local audience?
Source: Reuters
Adaptation that erased women from the frame
IKEA said excluding women from the Saudi catalogue conflicted with the company's values.
Chameleo would catchThe gap between cultural adaptation and DEIB. A move that aims for local fit can still create brand and equity risk.
Source: BBC
A flame logo read as sacred script
Protests followed. Nike recalled tens of thousands of pairs and changed the design.
Chameleo would catchVisual symbol recognition and religious context. Text analysis alone can miss a shape that lands as sacred.
Source: The Washington Post
A trunk gag in a raw public moment
Ford and the agency apologised. The ads were not commercially approved by Ford.
Chameleo would catchCurrent cultural context, gender representation, and humour acceptability. The same gag carries a different cost in different societies and moments.
Source: BBC
When lighter met the wrong visual
Viewers accused the slogan-plus-shot combo of a racist subtext. Heineken pulled the ad.
Chameleo would catchText and visual interaction. Separately, the line and the shot can look neutral. Meaning appears when they meet.
Source: Reuters
Zero emissions with a taboo punchline
The emotional association with suicide triggered backlash. Hyundai pulled the film and apologised.
Chameleo would catchTaboo and emotional associations. Beyond product clarity: which feelings the story attaches to the brand.
Source: BBCWho it's for
Companies entering new marketsStartupsBrandsAgenciesDEIB program ownersBrand-safety owners
See how this asset lands
Upload a PDF, PNG, JPG, or short MP4 / WebM. You get a cultural fit read and a separate equity review.
Run a content audit