Guilty Clothes
Agency: Marvelous, Moscow
Client: The Survivors Trust (CYMRU)
This ad campaign didn’t start out as a TV commercial. It started out as guerrilla marketing,
advertising an independent fashion show during Fashion Week. With several taglines incenting an audience for
the sexiest fashion show around, the event began in a small loft apartment with
a runway through the middle of it. And
then the show started.
Women walked down the runway. Jeans.
Vests. Sweaters. Workplace uniforms. Three layers of jackets. Not one miniskirt in sight. Nothing too revealing, nothing that anyone
would consider to be “sexy”. And then
the large screen at the head of the runway came to light, and the audience
watched as women began to give their testimonies about what they were wearing
when they were sexually assaulted.
From this footage the ad campaign was created. The message was that clothes are never to
blame for sexual assault, and neither are the victims. Instead, blame was placed solely in the
assaulter. And it was effective. It was a form of emotional advertising that
didn’t just build itself off of a commercial.
Instead, it crafted its message both online and in the real world. By focusing on individual stories within the
project, it drove home even more how unjustly the victims of sexual assault are
treated. There isn’t much that can
really be improved on with this commercial, except that the event only happened
once. If anything, it deserves more
screen time, perhaps with repeated events at fashion shows around the globe.
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