Cannes Lions

"SHE WAS ASKING FOR IT" COLLECTION

GEFEN TEAM, Tel Aviv / COMME IL FAUT / 2017

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Overview

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Overview

Description

A Summer 2017 fashion collection, titled “She Was Asking For It”.

To highlight the absurdity of victim blaming, each collection item was given a vexing title, based on the quotes of rapists and assaulters, collected from the media, court protocols, internet commentary and victims' testimonies:

-The “You gave up your right to say ‘No’ when you left home dressed like that” Suit.

-The “When you pretend to be chaste, I get even more turned on” Suit

-The “You shouldn’t have teased me like that” Dress.

-The “What did you think would happen when you chose to dress that way?” Dress

The contradiction between fashion and the shocking quotes creates uneasiness, demands attention and sparks discussion, online and offline.

In stores, we transformed the dressing rooms into confession booths, encouraging women to anonymously share their personal stories and add their own quotes.

Execution

The “She Was Asking for It” collection was first launched in stores and subsequently on the brand's social media channels. In stores, hang-tags with the respective quotes were attached to the clothes, turning a store visit into a thought-provoking experience. We transformed the dressing rooms into confession booths, allowing women to anonymously expose their stories and add their own quotes, anonymously.

Inside each of our stores, we hung our collection's manifesto and encouraged customers to read the collection's story, join the conversation and take action.

In its first days, the collection generated a wide response on social media. The following week, the Israeli media picked up on the story and we began receiving coverage by traditional and online media. A brand with nine stores and an initial 24,400 followers on Facebook got the entire country talking - about issues that truly matter.

Outcome

The overall budget was 0$. There wasn't any paid media, but we managed to get an 1.2M NIS in earned media

The subject of victim blaming made it onto television, websites, radio shows, blogs and magazines - creating heated debates all over social media and making people think. The collection was even on the cover of the biggest newspaper in Israel.

We gained a 1300% increase in organic media and encouraged hundreds of thousands of people to raise their voices on this important subject. There wasn't any paid media, but we managed to get an 1.2M NIS in earned media! In addition, we've raised hundreds of thousands of shekels in donations to the ARCCI (Women’s shelter organization), enabling them to provide assault victims with further guidance and support.

And most importantly, the brand has brought attention to the unjust link between sexual assault and clothing, and the notion that an attack could never be justified.

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