We’re a far cry from weird sexual innuendos now, Schweppes! The brand tapped Ogilvy Brazil to create something it calls the “Dress for Respect.” More than just an awkward pun, the dress is outfitted with sensors that gauge how often in an evening a woman gets inappropriately touched.

Three women—Luisa, Tatiana and Juliana—were invited to wear the dress to a nightclub in São Paulo. Each time they were touched without consent, the interaction was sent via Wi-Fi to a platform that transformed it into data.

We don’t have many specifics on how the technology actually works, or how the sensors differentiated between unsolicited touch and the touching that just happens when you’re dancing in a crowded club.

But, following testimonies from appalled women and nonplussed, alcohol-amped dudes, the data is nonetheless staggering: In less than four hours, the three women were touched 157 times, or over 40 times per hour.

“Dress for Respect” was created to encourage men to rethink their behavior and approach women in ways that are respectful. Honestly, “respect” is a low bar: It’s the barest acknowledgement of someone else’s humanity.

More to the point, it illustrates something important about why #MeToo exploded with such force: Few things in a culture make you feel more like an object than being treated like one that is literally up for grabs.

CREDITS

Agency: Ogilvy Brazil

Campaign: The Dress for Respect by Schweppes

Time: 2 minutos

Product: Schweppes

Client: Coca-Cola

Presidente Ogilvy Brazil Group: Fernando Musa

ECD: Félix del Valle

Art Director: Edu Cesar/ André Öberg

Copywriter: Maria Clara Cardão/Frederico Teixeira

Planning: Thais Frazão/Gabriela Rodrigues

RTVC: Fabiola Thomal

Account: Paula Fernandes/Aline Messa

Media: Silvia Mekaru/Mariana Areia/Filipe Machado

Content Studio: Thiago Frias/Luccas Ribeiro/Thea Rodrigues

Client Approval: Francesco Cibó/Vinicius Limoeiro/Laura Hue/Bruno Allonso

Production Company: Volcano

Director: Giancarlo Barone

Executive producer: Enzo Barone/JP Albuquerque

Photography: Alberto La Salvia

Volcano team: Bianca Bunier/Mariane Correa/Marcos Viana

Post production: Volcano

Video editor: Guilherme Caldas

Clothes: Paula Abarno

Producer cast: Mei Yi Ho

Tech: Bolha Comunicação

Sound: Jamute

Sound team: Sabrina Geraissate/James Pinto