Client: APRO
Advertising Agency: Leo Burnett Brazil
Country: Brazil
Published: October 2020
Synopsis:
CORTA! (Cut!) – it’s a term frequently used in the audiovisual industry, and now, it’s the name of a powerful new campaign from Leo Burnett Brazil aiming to put an end to the sexual harassment plaguing the industry.
The campaign is brand-new, having just launched at the end of September; however, its roots date back to 2017. Three years ago, the Brazilian Association of Production of Audiovisual Works (APRO) developed “Corta!” – the Pact for Anti-Harassment in the Audiovisual Industry. Fast forward to today – with the help of Leo Burnett Tailor Made and in efforts with #MeTooBrazil, an independent arm of its namesake #MeToo movement in the U.S. – the CORTA! Campaign launched to shine a spotlight on this urgent need for a change in industry behavior.
Film advertisement created by Leo Burnett, Brazil for APRO, within the category: Public Interest, NGO.
Synopsis:
Corta! (Cut!) – it’s a term frequently used in the audiovisual industry, and now, it’s the name of a powerful new campaign from Leo Burnett Brazil aiming to put an end to the sexual harassment plaguing the industry.
The campaign is brand-new, having just launched at the end of September; however, its roots date back to 2017. Three years ago, the Brazilian Association of Production of Audiovisual Works (APRO) developed 'Corta!' – the Pact for Anti-Harassment in the Audiovisual Industry. Fast forward to today – with the help of Leo Burnett Tailor Made and in efforts with #MeTooBrazil, an independent arm of its namesake #MeToo movement in the U.S. – the Corta! campaign launched to shine a spotlight on this urgent need for a change in industry behavior.
Using real-life situations of abusive behavior in the industry, the agency created three realistic campaign videos – 'Apartment,' 'Hotel,' and 'Dressing Room.' A note before viewing: the work is very realistic and intense in nature. The driving message that’s threaded through each of these videos: 'This is not a script. This is a real story. This must come to an end. Cut! – a movement against harassment in the audiovisual industry.'
To build on these videos and engage with industry professionals – actors, directors, producers – the agency launched 'D Day,' on 23 September. Here, people were encouraged to post across social media channels, highlighting the work and urging their followers to help end abusive behavior.