RED FLAGS

diageo

RED FLAGS

DIAGEO

@2023

In a research done by Johnny Walker, a suspicion turned into evidence: 66% of women are harrassed while out having fun. Since fighting this harsh reality is part of Diageo's brand culture, then facing it head on while Brazil celebrates its biggest celebration of the country: Carnaval, what better way to talk about harrassement than directly to the party goers? The internet has given us a hand here, or better yet, the perfect words, for those behaviours that go way past the limits: red flags. And that's preciselly what we have given the girls, a physical flag to wave against sexual harrasement.

Creative Direction: 

Bubi Pavelegini e Thiago Benato

Art Direction:

Flora Aimbiré e Matheus Franceschini

Copy:

Nathalia Souza

Illustration:

Boeni, Erika Loureiro, Estela Carregalo

Three female illustrators were invitaded to create different versions for the flag-scarves:

"Harrassement doesn't end at the first warning sign, it ends when people head the sign."

@estelacarregalo
I wanted to show refuge amidst the joy of carnaval. I hope all women will feel presented by this image.
@artboeni
The trumpet is the sign. The bouquet, brotection. It is women armed with flowers.
@ericalourencoo
To see and not feel intimidaded. To scream and be heard. To react to harrassment, it is necessarry to trust that our voice will not be questioned.

These accessories were more than an accent to an outfit, but a statement against harrassement that could be worn on the wrist, hair, neck, or even as clip-on on the purse or belt.

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