Instituto Azmina Digital, Case study Nipple Freedom [image] by J. Walter Thompson Sao Paulo

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Nipple Freedom [image]

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Industry Human Rights
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Chief Creative Officer Ricardo John, Rodrigo Grau
Executive Creative Director Humberto Fernandez
Creative Director Renata Leão
Art Director Rodrigo Reis, Ricardo Barros, Pedro Ricci.
Copywriter Breno Ferreira
Photographer Julia Rodrigues
Editor Marcus Prado
Released November 2016


LIA Awards 2017
Digital Use Of Social Media Bronze Winner

Credits & Description

Entrant: Thompson, São Paulo
Brand: Instituto Azmina
Corporate Name of Client: Instituto AzMina
Client Marketing Director: Letícia Bahia
Media Company: J.Walter Thompson, São Paulo
PR Company: J.Walter Thompson, São Paulo
PR / Marketing Executives: Andrea Assef/Mirela Tavares
Agency Account Executive: Andressa Tamburini
Agency Account Manager: Carolina Amaral
Agency Planning Director: Thiago Galdi
Business Director: Thiago Galdi
Agency: J.Walter Thompson, São Paulo
Chief Creative Officers: Ricardo John/Rodrigo Grau
Executive Creative Director: Humberto Fernandez
Creative Director: Renata Leão
Copywriter: Breno Ferreira
Art Directors: Ricardo Barros/Rodrigo Reis/Pedro Ricci
Agency Digital Director: Maisa Delgado
Agency Digital Producers: Maisa Delgado/Sergio Costa
Digital Company: J.Walter Thompson, São Paulo
Photographer: Julia Rodrigues
Editing Facility: J.Walter Thompson, São Paulo
Editor: Marcus Prado
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.