Creativity

Schweppes' dress experiment records sexual harassment

Campaign by Ogilvy Brazil encourages men to treat women with more respect

By Alexandra Jardine. Published on May 14, 2018

Editor's Pick

Schweppes addresses sexual harassment in an eye-opening way in an experiment it ran in Brazil--where 86% of women say they have been sexually harassed in nightclubs.

Agency Ogilvy Brazil created a dress fitted with sensors that record every time the wearer is touched. Three women wore it to a nightclub in São Paulo, with the data being sent to a control-unit via Wi-Fi. In one evening the three women were touched without consent an astonishing total of 157 times--or more than 40 times per hour.

Tying into its own "Character required" tagline, Schweppes has made the experiment into a video, seen here, that encourages men to rethink their behavior and approach women with more respect.

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Credits

Date
May 14, 2018
:
Schweppes
Agency:
Ogilvy Brazil
Executive Creative Director:
Félix del Valle
Art Director:
Edu Cesar
Art Director:
André Öberg
Copywriter:
Maria Clara Cardão
Copywriter:
Frederico Teixeira
Planning:
Thais Frazão
Planning:
Gabriela Rodrigues
RTVC:
Fabiola Thomal
Account:
Paula Fernandes
Account:
Aline Messa
Media:
Silvia Mekaru
Media:
Mariana Areia
Media:
Filipe Machado
Content Studio:
Thiago Frias
Content Studio:
Luccas Ribeiro
Content Studio:
Thea Rodrigues
Client Approval:
Francesco Cibó
Client Approval:
Vinicius Limoeiro
Client Approval:
Laura Hue
Client Approval:
Bruno Allonso
Production Company:
Volcano
Director:
Giancarlo Barone
Executive Producer:
Enzo Barone
Executive Producer:
JP Albuquerque
Photography:
Alberto La Salvia
Volcano Team:
Bianca Bunier
Volcano Team:
Mariane Correa
Volcano Team:
Marcos Viana
Post Production:
Volcano
Video Editor:
Guilherme Caldas
Clothes:
Paula Abarno
Producer Cast:
Mei Yi Ho
Tech:
Bolha Comunicação
Sound:
Jamute
Sound Team:
Sabrina Geraissate
Sound Team:
James Pinto

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