Brand MarketingSchweppes Brazil Made a Dress That Measures How Often Women Get GropedIn less than 4 hours, 3 women were touched 157 timesBy Angela Natividad|May 15, 2018'Dress for Respect' was created to encourage men to rethink their behavior and approach women in ways that are respectful.SchweppesShareBy Angela Natividad|May 15, 2018ShareWe’re a far cry from weird sexual innuendos now, Schweppes! The brand tapped Ogilvy Brazil to create something it calls the “Dress for Respect.” More than just an awkward pun, the dress is outfitted with sensors that gauge how often in an evening a woman gets inappropriately touched.Three women—Luisa, Tatiana and Juliana—were invited to wear the dress to a nightclub in São Paulo. Each time they were touched without consent, the interaction was sent via Wi-Fi to a platform that transformed it into data.We don’t have many specifics on how the technology actually works, or how the sensors differentiated between unsolicited touch and the touching that just happens when you’re dancing in a crowded club.But, following testimonies from appalled women and nonplussed, alcohol-amped dudes, the data is nonetheless staggering: In less than four hours, the three women were touched 157 times, or over 40 times per hour.“Dress for Respect” was created to encourage men to rethink their behavior and approach women in ways that are respectful. Honestly, “respect” is a low bar: It’s the barest acknowledgement of someone else’s humanity. More to the point, it illustrates something important about why #MeToo exploded with such force: Few things in a culture make you feel more like an object than being treated like one that is literally up for grabs.CREDITS Agency: Ogilvy Brazil Campaign: The Dress for Respect by Schweppes Time: 2 minutos Product: Schweppes Client: Coca-Cola Presidente Ogilvy Brazil Group: Fernando Musa ECD: Félix del Valle Art Director: Edu Cesar/ André Öberg Copywriter: Maria Clara Cardão/Frederico Teixeira Planning: Thais Frazão/Gabriela Rodrigues RTVC: Fabiola Thomal Account: Paula Fernandes/Aline Messa Media: Silvia Mekaru/Mariana Areia/Filipe Machado Content Studio: Thiago Frias/Luccas Ribeiro/Thea Rodrigues Client Approval: Francesco Cibó/Vinicius Limoeiro/Laura Hue/Bruno Allonso Production Company: Volcano Director: Giancarlo Barone Executive producer: Enzo Barone/JP Albuquerque Photography: Alberto La Salvia Volcano team: Bianca Bunier/Mariane Correa/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/James Pinto Adweek Adweek