Sephora Italia - "mAI colpevoli (Board)"

Media.Monks Milan, Italy

657

This ad is part of the ACT Responsible Collection

Brand: Sephora Italia
Country: Netherlands

Advertiser: Sephora

Title	mAI colpevoli (Board)
Agency	Media.Monks
Campaign	mAI colpevoli
Advertiser	Sephora
Brand	Sephora Italia
Date of First Broadcast/Publication	2024 / 11
Product	Sephora
Story	In Italy, a country with deeply entrenched patriarchal values, Sephora's mAI colpevoli campaign emerges as a powerful response to the persistent problem of gender-based violence and victim blaming. This initiative reflects Sephora's belief that self-awareness is fundamental to women's self-determination, addressing the ways in which women's freedom-through makeup, economic independence or clothing choices-is often compromised by social norms and partner dynamics. 26% of Italians still attribute women's experiences of violence to their clothing, highlighting a pervasive culture of victim blaming. By engaging on such a sensitive issue, Sephora not only aligns with its commitment to supporting women, but also fits into the growing public consciousness on gender issues, fueled by global movements such as #MeToo and a growing demand for corporate social responsibility in Italy. The campaign "mAI colpevoli" was created in observance of The International Day for the Elimination of Violence Against Women in Italy, aiming to shed light on the pervasive nature of victim blaming in society. We tasked an AI with generating three monologues that each portray a woman's perspective as a victim of violence. In addition to drawing from insights gathered online regarding gender-based violence, we collaborated with an artificial intelligence tool to create narratives that accurately portray common victim experiences. The AI, functioning as an impartial reflection of internet discourse, produced monologues wherein the victims themselves internalized blame for the violence they endured, often rationalizing the actions of the perpetrator. This starkly illustrates the entrenched nature of victim blaming within our culture, emphasizing the urgent need for awareness and dialogue to dismantle it and alleviate the burden of stigma faced by victims. These narratives were then translated into three films, directed by Viola Folador, that bring each compelling story to life. The awareness campaign "mAI colpevoli," translated as “never guilty,” supports the Pangea ETS Foundation. Using artificial intelligence to analyze and present narratives of violence from the perspective of victims, the campaign innovatively addresses public perceptions and media narratives that often stigmatize expressions of beauty and personality. mAI colpevoli leverages Sephora's influence on the beauty market and women's empowerment to foster cultural change, encourage public dialogue, and promote a more inclusive and empathetic view of society toward survivors of gender-based violence.
Media Type	Case Study
Executive Creative Director	Gabriele Goffredo
Senior Creative	Fabio Migliorati
Social Media Manager	Sara Mattia
Director	Viola Folador
Head of Content	Felice Arborea
Creative Director	Cristina D’Anna
Creative Director	Antonio Marchio
Art Director	Greta Pinto
Copywriter	Alessio Piazzolla
Client Services Director	Alessia Felicetti
Client Director	Maddalena Meneghetti
Account Manager	Marica Dellerba
Account Executive	Alessia Silvetti
Account Executive	Giulia Calloni
Strategy Director	Alessandro Aino
Content Strategy	Martina Marandola
Content Strategy	Claudio Mattiello
Social Media Manager	Chiara Cazzaniga
Post Production	Francesco Menichini
Post Production	Paolo Savini
Senior Editor	Manuel De Filippis
Film	Tommaso Marucchi
Executive Producer	Luca Zaccaria
Producer	Valentina Di Ciero
Producer	Veronica Banfi
Director of Photography (DOP)	Marco Spanò
Marketing Director	Fenisia Cilli
Head of Communication	Alessandro Battaini
Social Media Lead	Giulia Bardon
PR & Communication Lead	Greta Del Popolo
Digital PR & Influencer Specialist	Antonella Del Priore
PR & Communication Assistant	Benedetta Favalli
Social Media Specialist	Arianna Radaelli
Social Media Intern	Giulia Berti
Make-up Artist	Sara Esposto
Head of Content	Felice Arborea
Executive Creative Director	Gabriele Goffredo
Creative Director	Cristina D'Anna
Creative Director	Antonio Marchio
Senior Creative	Fabio Migliorati
Art Director	Greta Pinto
Copywriter	Alessio Piazzolla
Client Service Director	Alessia Felicetti
Client Director	Maddalena Meneghetti
Account Manager	Marica Dellerba
Account Executive	Alessia Silvetti
Junior Account Executive	Giulia Calloni
Strategy Director	Alessandro Aino
Content Strategist	Martina Marandola
Content Strategist	Claudio Mattiello
Social Media Lead	Chiara Cazzaniga
Social Media Manager	Sara Mattia
Junior Social Media Manager	Mattia Turati
Head of Post production	Francesco Menichini
Post production Lead	Paolo Savini
Senior Editor & Motion Designer	Manuel De Filippis
Head of Film	Tommaso Marucchi
Executive Producer	Luca Zaccaria
Producer	Valentina Di Ciero
Jr Producer	Veronica Banfi
Film Director	Viola Folador
DOP	Marco Spanò