BEING VISIBLE IS BASIC: We turn off the lights to shed light on women's exhausting journey

The effort "invisibly" prints questions such as "If care is basic, why doesn't anyone see it?" and "If no one sees it, how can it be valued?" on the World T-shirt worn by the protagonists of the campaign film. The phrases can only be seen when exposed to black light. 

"We started from a process of immersion in the client and the challenge of the briefing, together with the expertise of people in the market. The in-depth study brought true and plural seeds, because we know that invisible work is a common issue for all women. It's important to talk about it, since working beyond the office hours is exhausting us. We came up with the idea in record time and are very happy with the result of the campaign" - Fernanda Fontes, CCO at GINGA.

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The campaign features Gabriela Prioli, Larissa Luz and four Hering employees - Manu Passos, Marcela Castellano, Tatiane Guimarães and Silvana Souza. The proposal is to highlight that, in addition to paid work, there are tasks, such as caring for the home and family, which are usually carried out by women (they dedicate, on average, 18.5 hours a week to care tasks, which is 73% more than men's time, according to IBGE data from 2019), and which bring mental and physical overload.

But in addition to raising awareness, the campaign also has a real social impact on the lives of Brazilian women, which is why between March 8 and 10, part of the sales of Hering's white T-shirts will be donated to the Cactus Institute, an organization that works to prevent and promote women's mental health in Brazil.

"March 8th symbolizes the historical struggle of women for gender equality in all layers of society, and to be part of this movement with the #SerVisívelÉBásico campaign is to advance discussions on the challenges of contemporary women and their working hours" - Fabiola Guimarães, Hering Brand Director.

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Technical sheet:
‍Agency: GINGA
Sprint UMDOIS
UMDOIS sprint leadership: Laís Araújo, Ilana Stivelberg

UMDOIS structuring: Marina Carvalho
Campaign team
CCO: Fernanda Fontes
Media, Data and Performance Manager: Letícia Ricardo
Creative writing: Luana Grybosi, Danielle Menezes, Bruna Azzolini, Bárbara Dantine
Art Direction: Fernanda Caetano, Giulia Fagundes
Planning: Mahira Oliveira, Roberta Bicudo, Elke Mendonça
Consultant: Thais Fabris, creator of 65|10
Community Manager: Vitória Gomes
Influencers and Creators Management: Natália Costa
Project/Service Management: Tatiana Di Rienzo
Social Impact: Luciana Barrancos and Syl Cordeiro from the Cactus Institute
Executive Management: Pedro del Priore, Paulo Martinez, Marcos Brabo
Client Approval: Julia Queiroz, Julia Carneiro, Raissa Bittar, Marcela Castellano
Film Being visible is basic
Main film team
Producer: Core®
General Director: Francine Azevedo
Production Coordinator: Viviane Simone
Creative Director: Fernanda Fontes
Screenplay: Luana Grybosi
Art Direction: Fernanda Caetano, Giulia Fagundes
Motion: Samantha Audi
Stage Manager: Cristina Streciwik
I Assistant Director: Camila Freiha
II Assistant Director: Priscila Trabulsi de Castro
Director of Photography 1st Unit: Martina Quezado
I Camera Assistant: Julia Takamori
Storyboarder: Giulia Fagundes
Stylist: Fabi Leite
Costume Assistant: Isabella Faria Ramos
Chambermaid: Marisa Roledo Hiodo
Make / Beauty: Laura La Laina
Make Assistant: Camila Carla de Almeida Ahn
Make Assistant: Katherine Portillo Celis
Manicurist: Risonete Gomes de Luna
Still Photographer: Flavia Faustino Sampaio
Still Photo Assistant: Giovana Lyra Soares
Cast: Larissa Luz, Gabriela Prioli, Manu Passos, Marcela Castellano, Tatiane Guimarães, Silvana Souza
Editor: Nicole Rhenius Bassile
Film support team
Production Director: Gustavo Michelin
Production Coordinator: Wes Sacramento
II Camera Assistant: Tristian Pae
Logger: Ziza da Silva
Research: Van Foxter
Conductor: Rodrigo Molica Severo B.O
I Assistant Driver: Álvaro dos santos bispo
Gaffer/Electrician: Luís Otávio Leôncio de Sá (Tintim)
I Assistant Electrician: Marcus Vinicius de Souza
II Assistant Electrician: Robson Pereira Marega (Gugu)
Editor/Colorist/Finishing: Reginaldo Lucas
Still Photo Assistant: Murilo Stabile Martins
Audio Producer: Tangery