Schweppes Film, Digital, Case study The Dress for Respect by Ogilvy Sao Paulo

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The Dress for Respect

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Industry Soft Drinks, Against violence
Media Film, Digital, Interactive & Mobile, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Felix Del Valle
Art Director André Öberg, Edu Cesar
Copywriter Maria Clara Cardão, Frederico Teixeira
Production Volcano Hotmind
Director Giancarlo Barone
Released May 2018

Credits & Description

Media: Web Film
Category: Drinks, non-alcoholic
Client: Schweppes
Agency: Ogilvy & Mather Brasil
Production: Volcano
Country: Brazil
Director: Giancarlo Barone
Executive Creative Director: félix del valle
Art Director: Edu Cesar
Art Director: André Oberg
Copywriter: Maria Clara Cardão
Copywriter: Frederico Teixeira
Executive Producer: Enzo Barone
Planning: Thais Frazão
Planning: Gabriela Rodrigues
RTVC: Fabiola Thomal
Account: Paula Fernandes
Account: Aline Messa
Media: Silvia Mekaru
Media: Mariana Areia
Media: Filipe Machado
Content Studio: Thiago Frias
Content Studio: Luccas Ribeiro
Content Studio: Thea Rodrigues
Client Approval: Francesco Cibó
Client Approval: Vinicius Limoeiro
Client Approval: Laura Hue
Client Approval: Bruno Allonso
Photography: Alberto La Salvia
Volcano Team: Bianca Bunier
Volcano Team: Mariane Correa
Volcano Team: Marcos Viana
Post Production: Volcano
Video Editor: Guilherme Caldas
Clothes: Paula Abarno
Producer Cast: Mei Yi Ho
Tech: Bolha Comunicação
Sound: Jamute
Sound Team: Sabrina Geraissate
Sound Team: James Pinto
Published: May 2018
Synopsis:
Ogilvy & Mather Brasil has created this "The Dress for Respect" film for Schweppes to help fight sexual harassment at nightclubs and bars.
SCHWEPPES invites men to be more respectful in the night/The Dress for Respect
A touch-sensitive dress measures how many times women are harassed in nightclubs
86% of Brazilian women have been harassed in nightclubs. Still, many men don’t see a problem in this. That’s why Schweppes invited Luisa, Tatiana and Juliana to wear a touch-sensitive dress at a nightclub in São Paulo. The dress had several sensors applied to its fabric that registered in real-time when the 3 women were touched without their consent. 
As they walked around the place and were approached by men, the information was sent to a control-unit via wi-fi, registering the amount of times each woman was touched. In the end of the night, Schweppes had turned the interactions into revealing data. This live research was now published in video, in which Schweppes encourages men to rethink their behavior and approach women with more respect.