PIECE OF ASS / PIECE OF US
The past months brought to the light a series of sexual harassment and assault stories. For a lot of women -and men- out there, this is not a new phenomenon. Sexual harassment has always been there, intrinsically woven into the fabric of everyday life, both professional and personal.
The revelations brought a wave of support and personal stories on social media, surfaced under the - now globally trending - #metoo hashtag. According to Brandwatch, over half a million updates were published on social media, each one unique, all of them common. Women from all walks of life shared their stories of harassment and assault with no fear and no judgement.
We came up with an idea for a campaign that sends a powerful message, sewn right into the fabric of everyday life: A pair of jeans.
Jeans are the quintessential part of our every day uniform. Jeans are also part of culture, having graduated from working-class uniform to fashion staple, as popularized by Marlon Brando, James Dean, Marilyn Monroe. Jeans are also brand statements and the brands we buy are the brands we associate with.”
For this reason, we decided to rebrand the most popular fashion item and replace the leather tags with ones bearing messages of empowerment, consent and accountability.
- Project Roles
- Creative Director
- Personal Project
- Adobe Photoshop, Copywriting
- Product Designs, Products - Physical
- Project Industries