FCB Brasil signs “Invisible Sexism” for Estado de São Paulo

Cristina Blanaru Ads, Creativity

FCB Brasil and Estado de São Paulo, one of Brazil’s most read newspapers, launched the “Invisible Sexism” campaign in order to shed light on the rape culture that is so prevalent across the world.

During the Amir Slama show at São Paulo Fashion Week, messages of empowerment were painted on the models skin with a special reflective ink that’s not visible to the naked eye, just as prejudice and violence against women are not always evident; the messages were only seen under the direct flashes of the cameras.  The intention of these messages is to bring to light a fact that nobody sees: the blaming on the victim of aggressions. And that is because most people believe that women who wear short clothes are the ones encouraging sexual harassment.

Credits:

FCB Brasil

  • Chief Creative Officer: Joanna Monteiro
  • Executive Creative Director: Fábio Simões “Simon”
  • Creative Director: Romero Cavalcanti
  • Art Director: Henrique Ferreira, Victor Yves
  • Copywriter: Mario Morais
  • Projects: Marcio Bueno, Suelen Mariano
  • Account: Cris Pereira Heal, Anna Sant’Anna, Henrique Silva
  • Planner: Marcia Neri, Bianca Reame, Rafael Gonçales, Marcio Rodrigues, Carolina Valentim
  • Media: Fabio Freitas, Cristina Omura, Augusto Gasperotto
  • Graphics Production: João Albertini, Daniele Fonseca, Camila Galdêncio
  • Artbuyer: Tina Castro, Daniel Gonçalves
  • RTV: Charles Nobili, Pedro Lazzuri, Ricardo Magozo, Mariana Carneiro, Natasha Zaminiani
  • Model: Ana Ferreira
  • Photography: Mauricio Nahas, JF Diorio/Estadão
  • Client Approval: Flavio Pestana, Marcelo Moraes, Marcela Dalla Torre
  • Support: Estudio Mario Daloia