| 标题 | Scream |
| 广告公司 | Agência Mood |
| 广告战役 | The Touch-Scream |
| 广告主 | CIM |
| 品牌 | Centro de Integraçao da Mulher |
| 首次发布日期 | 2014 |
| 行业领域 | 机构/公益组织/非盈利组织 |
| 剧情简介 | In early 2014 a research revealed that 26% of Brazilians think the way a woman dresses justifies a sexual harassment. The news ignited a countrywide debate on both media and social networks, with thousands manifesting disapproval. |
| 哲学 | As the debate reached it’s apex CIM – Centro de Integração da Mulher, that fights for women rights, took advantage to raise another important matter: violence against women can happen with much smaller attitudes. To bring this point to the discussion, agency Mood developed a tabled Ad that showed readers an usual gesture could sometimes be disrespectful: their touch. Inside the magazine the reader comes across what seems to be a regular fashion Ad. But things change as soon he touches the screen. Instead of following to the next page, the reader is surprised by a scream and a frightened reaction of the model, showing her indignation after the unexpected “touch” in her body. After an awareness message inviting readers to join the fight with the Institution, a new message pops warning readers that continuing the read is only possible without touching her again. The Ad ran on “Revista Veja”, Brazil's highest circulation magazine, and “O Globo”, the most read newspaper in Rio de Janeiro, the city with the highest number of recorded cases of abuse, reaching more almost 430,000 readers in a single day. |
| 媒体类别 | 互动 |
| 长度 | |
| Creative VP | Valdir Bianchi |
| Head of Convergence | André Felix |
| Creative | André Felix |
| Creative | Bruno Brasileiro |
| Creative | Ricardo Brad Correia |
| 后期制作 | Beto Silva |
| Development | Pedro Paulo Almeida |
| 项目经理 | Derick Cogo |
| 客户总监 | Caroline Gouveia |
| 后期制作 | Sagaz Filmes |
| Audio Design | Comando S |
| 音频 | Commando S |
| Digital Production | Goodfellas |
| Edition | Sagaz Filmes |
| 美术指导 | Christian Luis |
| 摄影 | Scalante |
| Film Director | Daniel Caselli |
| 执行制片 | Silvia Sivieri |
| Film Company | Sagaz Filmes |
| Planner | Daniela Rios |
| RTV | Thiago Campos |
| RTV | Rita Teofilo |
| Media (Agency side) | Aline Castro |
| Media (Agency side) | Andressa Meca |
| Media (Agency side) | Eduardo Lellis |
| Creative & Technology Director | Fernando Carreira |
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