L'Oreal / Touche pas à ma pote / Stand Up Against Street Harassment - "Pssst"

Mutant Antwerp, Bélgica

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This ad is part of the ACT Responsible Collection

Marca: L'Oreal / Touche pas à ma pote / Stand Up Against Street Harassment
País: Bélgica

Anunciante: L'Oreal / Touche pas à ma pote / Stand Up Against Street Harassment

Título	Pssst
Agencia	Mutant
Campaña	All I want for Christmas is safer streets
Anunciante	L'Oreal / Touche pas à ma pote / Stand Up Against Street Harassment
Marca	L'Oreal / Touche pas à ma pote / Stand Up Against Street Harassment
Fecha de primera difusión/publicación	2023 / 12
Sector Empresarial	Concienciación social sobre la discriminación racial / étnica / los discapacitados
Sinopsis	95% of women in Belgium feel unsafe walking in the streets. This staggering figure is just one of the many findings of a survey conducted among 1,000 women by L'Oréal Paris and the non-profit organization 'Touche pas à ma pote'. Insults, intimidation, aggression: street harassment remains an unresolved problem in Brussels, but also in most large urban cities. To draw the attention of the general public and the authorities, and to demand concrete action, independent agency Mutant has come up with a spectacular and hard-hitting stunt. As of today, the Rue Botanique – a dimly lit alley in central Brussels – is adorned with five enormous Christmas light garlands, each featuring motifs dedicated to street harassment against women. The installation depicts what women frequently endure when alone on the streets and voices the collective desire of all women: "All I want for Christmas is safer streets." In recent years, due to cost-cutting measures, public lighting has been increasingly turned off, heightening the sense of insecurity for women. The only lights that are never compromised are the festive holiday decorations. «The idea was to illuminate a street because we know it's part of the solution and simultaneously highlight the problem. Literally. With what everyone loves to admire on the streets: Christmas lights,» explains Jonathan d'Oultremont, creative at Mutant.
Medio	Exterior
Strategy Director	Odin Saillé
Director creativo	Odin Saillé
Director creativo	Ruben Van Maldeghem
Miembro del equipo creativo	Jonathan d’Oultremont
Miembro del equipo creativo	Roxane Schneider
Miembro del equipo creativo	Nicolas Biscaras
Design Director	Frank Schouwaerts
Diseñador	Ben Boliau
Diseñador	Tjen Colman
MOTION DESIGN	Bob Van Den Audenaerde
Montador	Jonas Verstraete