Rodrigo Grau
Chief Creative Officer at J. Walter Thompson
Buenos Aires, Argentina
TitoloNipple Freedom
Agenzia
Campagna Nipple Freedom
Cliente Instituto Azmina
Marca Instituto Azmina
Data di Prima Diffusione/Publicazione 2017 / 5
Settore Enti/Istituzioni/Organizzazioni no-profit
Filosofia Hundreds of thousands of women all around the world suffer the consequences of sexism. On the street, at home, and especially on the internet. On Facebook it’s no different. And the biggest proof is the censorship that their bodies suffer on the platform when the images of their nipples are considered “offensive or inappropriate” content. But what the social network doesn’t understand is that this doesn’t protect women—it only objectifies their bodies even more. So, we found a way to break this taboo and fight for equal rights on a social network that is not open to talk about it. To question gender inequality on the platform, we became cyber activists: we created a tool that outsmarts Facebook’s censorship algorithms. When you post pictures in sequence on social media, automatically, an album in mosaic form is created on the timeline. So, we used it to our advantage: by cutting a picture of a woman’s nipple in 4 pieces. The combination of the pictures formed an image of a breast that bypassed Facebook’s “nipple ban” algorithms, helping thousands of women to fight for equal rights and freedom of expression in the biggest digital “mass nipple protest” in the world.
Tipo di Media Interattivo
Client Marketing Director
Media Planner
Media Planner
Media Planner
Media Planner
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PR
Marketing Executive
PR
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Agency Account Executive
Account Manager
Agency Planning Director
Business Director
Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Creative Director
Copywriter
Art Director
Art Director
Art Director
Agency Digital Director
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Agency Digital Producer
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