Centro de Integraçao da Mulher - "Scream"

Agência Mood

Agência Mood São Paulo, Brasil

7486

This ad is part of the ACT Responsible Collection

Marca: Centro de Integraçao da Mulher
País: Brasil

Anunciante: CIM

Título	Scream
Agencia	Agência Mood
Campaña	The Touch-Scream
Anunciante	CIM
Marca	Centro de Integraçao da Mulher
Fecha de primera difusión/publicación	2014
Sector Empresarial	Instituciones/Organizaciones no gubernamentales
Sinopsis	In early 2014 a research revealed that 26% of Brazilians think the way a woman dresses justifies a sexual harassment. The news ignited a countrywide debate on both media and social networks, with thousands manifesting disapproval.
Filosofía	As the debate reached it’s apex CIM – Centro de Integração da Mulher, that fights for women rights, took advantage to raise another important matter: violence against women can happen with much smaller attitudes. To bring this point to the discussion, agency Mood developed a tabled Ad that showed readers an usual gesture could sometimes be disrespectful: their touch. Inside the magazine the reader comes across what seems to be a regular fashion Ad. But things change as soon he touches the screen. Instead of following to the next page, the reader is surprised by a scream and a frightened reaction of the model, showing her indignation after the unexpected “touch” in her body. After an awareness message inviting readers to join the fight with the Institution, a new message pops warning readers that continuing the read is only possible without touching her again. The Ad ran on “Revista Veja”, Brazil's highest circulation magazine, and “O Globo”, the most read newspaper in Rio de Janeiro, the city with the highest number of recorded cases of abuse, reaching more almost 430,000 readers in a single day.
Medio	Interactivo
Duración	33 seconds
Creative VP	Valdir Bianchi
Head of Convergence	André Felix
Creative	André Felix
Creative	Bruno Brasileiro
Creative	Ricardo Brad Correia
Postproducción	Beto Silva
Development	Pedro Paulo Almeida
Director de proyectos	Derick Cogo
Director de cuentas	Caroline Gouveia
Postproducción	Sagaz Filmes
Audio Design	Comando S
Audio	Commando S
Digital Production	Goodfellas
Edition	Sagaz Filmes
Director artístico	Christian Luis
Foto / Ilustración	Scalante
Film Director	Daniel Caselli
Productor ejecutivo	Silvia Sivieri
Film Company	Sagaz Filmes
Planner	Daniela Rios
RTV	Thiago Campos
RTV	Rita Teofilo
MÍDIA	Aline Castro
MÍDIA	Andressa Meca
MÍDIA	Eduardo Lellis
Creative & Technology Director	Fernando Carreira