Through New Year’s on Creativity, we’ll be counting down the best work and ideas of the year in various categories: TV/Film/Branded Content, Print/Out of Home/Design/Experiential and Digital/Integrated/Social.
At No. 5 in digital/integrated Ogilvy Brasil and beverage brand Schweppes created a dress outfitted with sensors that recorded when its wearer was touched without consent--and the results of the experiment were revealing. The campaign was not merely tech for tech’s sake. Rather, it leveraged technology to help open viewers’ eyes to the pervasiveness of sexual harassment in a year dominated by #MeToo headlines.
Schweppes addresses sexual harassment in an eye-opening way in an experiment it ran in Brazil--where 86% of women say they have been sexually harassed in nightclubs.
Agency Ogilvy Brazil created a dress fitted with sensors that record every time the wearer is touched. Three women wore it to a nightclub in SÃ£o Paulo, with the data being sent to a control-unit via Wi-Fi. In one evening the three women were touched without consent an astonishing total of 157 times--or more than 40 times per hour.
Tying into its own "Character required" tagline, Schweppes has made the experiment into a video, seen here, that encourages men to rethink their behavior and approach women with more respect.