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.
“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.
Agency: Ogilvy Brazil
Campaign: The Dress for Respect by Schweppes
Time: 2 minutos
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 team: Sabrina Geraissate/James Pinto