Title: Terms & Conditions
Client: São Paulo’s Public Prosecutor Office
Brand: São Paulo’s Public Prosecutor Office
Agency: VML Brazil
Category (TV, Interactive, etc.): Interactive, social
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
Launch date: 2/20/17
Synopsis:
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.