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We’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.