The Drum Awards for Marketing - Entry Deadline

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Date: May 2018
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86% of Brazilian women have been harassed in nightclubs. Still, many men don’t see a problem in this. So 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 three 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 wifi, 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.


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 Oberg

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

Directr: 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