Victims of FashionAdvertising
An Ipea survey reveals that 65% of Brazilians agree that the way women dress justifies rape. The number generated outrage on social networks, including statements of the President of the Republic. After the controversy, the index has been fixed to 26%. Still a great absurdity: 50 million people thinking this is unacceptably. An alarming fact that, for the Maria da Penha Institute, demanded an answer.
We take the attraction people have on promotions to conduct a guerrilla action in the main street of the country fashion, using as media where just women choose their clothes: the shop windows. We create stickers that seemed discounts, but that, seen up close, were invited to express outrage against such violence.
Client: IMP (Instituto Maria da Penha)
Agency: F.biz (WPP Company)
CCO: Guilherme Jahara
Creative Directors: Bruno Costa, Antônio Nogueira
Copies: Laura Azevedo, Sérgio Nakano.
Art Directors: Bruno Couto, Victor Leão, Murillo de Paula
Motion: Wesley Silva, Alexandre Márcio Arantes
Production: Black Maria