Instituto Azmina - "Nipple Freedom"

J. Walter Thompson Brazil

J. Walter Thompson Brazil São Paulo, Brazil

Awards

12687

Brand: Instituto Azmina
Country: Brazil

Advertiser: Instituto Azmina

Title	Nipple Freedom
Agency	J. Walter Thompson Brazil
Campaign	Nipple Freedom
Advertiser	Instituto Azmina
Brand	Instituto Azmina
Date of First Broadcast/Publication	2017 / 5
Business Sector	Institutional/Public Interest/Non-Profit Org.
Philosophy	Hundreds of thousands of women all around the world suffer the consequences of sexism. On the street, at home, and especially on the internet. On Facebook it’s no different. And the biggest proof is the censorship that their bodies suffer on the platform when the images of their nipples are considered “offensive or inappropriate” content. But what the social network doesn’t understand is that this doesn’t protect women—it only objectifies their bodies even more. So, we found a way to break this taboo and fight for equal rights on a social network that is not open to talk about it. To question gender inequality on the platform, we became cyber activists: we created a tool that outsmarts Facebook’s censorship algorithms. When you post pictures in sequence on social media, automatically, an album in mosaic form is created on the timeline. So, we used it to our advantage: by cutting a picture of a woman’s nipple in 4 pieces. The combination of the pictures formed an image of a breast that bypassed Facebook’s “nipple ban” algorithms, helping thousands of women to fight for equal rights and freedom of expression in the biggest digital “mass nipple protest” in the world.
Media Type	Digital
Client Marketing Director	Letícia Bahia
Media Planner	João Dabbur
Media Planner	Camila Bertoli
Media Planner	Germano Spinola
Media Planner	Gabriela Amato
Media Planner	Bruna Lopes
PR	Andrea Assef
Marketing Executive	Andrea Assef
PR	Mirela Tavares
Marketing Executive	Mirela Tavares
Agency Account Executive	Andressa Tamburini
Account Manager	Carolina Amaral
Agency Planning Director	Thiago Galdi
Business Director	Thiago Galdi
Chief Creative Officer	Ricardo John
Chief Creative Officer	Rodrigo Grau
Executive Creative Director	HUMBERTO Fernandez
Creative Director	Renata Leao
Copywriter	Breno Ferreira
Art Director	Ricardo Barros
Art Director	Rodrigo Reis
Art Director	Pedro Ricci
Agency Digital Director	Maisa Delgado
Agency Digital Producer	Maisa Delgado
Agency Digital Producer	Sérgio Costa
Photographer	Julia Rodrigues
Editor	Marcus Prado