Centro de Integraçao da Mulher - "Scream"

Agência Mood

Agência Mood São Paulo, Brazil

7485

This ad is part of the ACT Responsible Collection

Brand: Centro de Integraçao da Mulher
Country: Brazil

Advertiser: CIM

Title	Scream
Agency	Agência Mood
Campaign	The Touch-Scream
Advertiser	CIM
Brand	Centro de Integraçao da Mulher
Date of First Broadcast/Publication	2014
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	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.
Philosophy	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.
Media Type	Digital
Length	33 seconds
Creative VP	Valdir Bianchi
Head of Convergence	André Felix
Creative	André Felix
Creative	Bruno Brasileiro
Creative	Ricardo Brad Correia
Post Production	Beto Silva
Development	Pedro Paulo Almeida
Project Manager	Derick Cogo
Account Director	Caroline Gouveia
Post Production	Sagaz Filmes
Audio Design	Comando S
Audio	Commando S
Digital Production	Goodfellas
Edition	Sagaz Filmes
Art Director	Christian Luis
Photography / Illustration	Scalante
Film Director	Daniel Caselli
Executive Producer	Silvia Sivieri
Film Company	Sagaz Filmes
Planner	Daniela Rios
RTV	Thiago Campos
RTV	Rita Teofilo
Media (Agency side)	Aline Castro
Media (Agency side)	Andressa Meca
Media (Agency side)	Eduardo Lellis
Creative & Technology Director	Fernando Carreira