FCB Brazil and Brazilian newspaper O Estado de São Paulo hijacked São Paulo Fashion Week with their ‘Invisible Sexis’ campaign, created to shed light on victim blaming.
During Brazil stylist Amir Slama’s show, messages of empowerment were painted onto the runway models with a special reflective ink only visible via flash photography. Phrases included ‘Cleavage is not an invitation’, ‘My skirt is not permission’, ‘Showing skin is not teasing’ and ‘I dress myself like I want to’.
As the models walked down the runway, the messages were only seen under the direct flashes of the cameras, by attendees using flash photography, bringing to light the often unseen problem of blaming the victim in cases of sexual violence.
“With this project, we shed light on invisible sexism which must be seen, so that it can be discussed with the seriousness it deserves,” said Joanna Monteiro, Chief Creative Officer of FCB Brasil. “The paint is not visible to the naked eye, just as prejudice and violence against women are not always evident.”
Title: Invisible Sexism
Product: O Estado de S. Paulo
Agency: FCB Brasil
Chief Creative Officer: Joanna Monteiro
Executive Creative Director: Fábio Simões “Simon”
Creative Director: Romero Cavalcanti
Art Director: Henrique Ferreira, Victor Yves
Copywriter: Mario Morais
Projects: Marcio Bueno, Suelen Mariano
Account: Cris Pereira Heal, Anna Sant’Anna, Henrique Silva
Planner: Marcia Neri, Bianca Reame, Rafael Gonçales, Marcio Rodrigues, Carolina Valentim
Media: Fabio Freitas, Cristina Omura, Augusto Gasperotto
Graphics Production: João Albertini, Daniele Fonseca, Camila Galdêncio
Artbuyer: Tina Castro, Daniel Gonçalves
RTV: Charles Nobili, Pedro Lazzuri, Ricardo Magozo, Mariana Carneiro, Natasha Zaminiani
Model: Ana Ferreira
Photography: Mauricio Nahas, JF Diorio/Estadão
Client Approval: Flavio Pestana, Marcelo Moraes, Marcela Dalla Torre
Support: Estudio Mario Daloia