Gear Seven/Arc Studios
I Like Music
Contemplative Reptile
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Terms & Conditions

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Every 11 minutes in Brazil, a woman is sexually assaulted. Even worse, according to a 2016 survey, one in three Brazilians agree that a woman who wears provocative clothing should not complain if she is raped. São Paulo’s Public Prosecutor Office collaborated with VML Brazil for a campaign titled, “Terms & Conditions.” In partnership with a Brazilian ecommerce fashion site, we created outrageous responsibility terms that popped up whenever a revealing item was selected. Naturally, buyers were outraged with it and started to spread the hashtag #IDisagree. We also put these terms & conditions on items in stores, and other brands invited us to change their ecommerce code to take part in the campaign. Stylists and influencers joined the cause at São Paulo Fashion Week – the most important fashion event of Latin America. And most importantly, Brazilians could finally agree that rape has nothing to do with what a woman wears. Individual credits: São Paulo’s Public Prosecutor Office Alexandre Rocha Almeida de Moraes, Justice Promoter & Assessor VML Debbi Vandeven, Global Chief Creative Officer John Godsey, Chief Creative Officer, NA Linda Bumgarner, Executive Creative Director Jairo Anderson, Executive Creative Director Wellington Ferreira, Executive Creative Director Clarice Salles, Art Director Fabio Oliveira, Copywriter Palloma Quintale, Art Director Sophia Montenegro, Copywriter Enzo Sunahara, Copywriter Carlos Alves, Account Manager Luisa Haddad, Developing Coordinator Rodrigo Marinheiro, Creative Supervisor Leticia Soares, Planning Director Marina Meira, Social Strategy Juliana Mizuno, Social Strategy Beatriz Lima, Art Assistant Hugo Mendes, Jr. Art Director Matheus Machado, Media Coordinator
VMLY&R, 5 years ago