The pieces used the language of horror films to illustrate the experiences faced by those trapped in the cycle of aggression.
Studio Nuts and Made joined forces to take action against domestic violence which, today, is being increasingly reported with support from the media but still needs more efforts.
The campaign, developed for the Portuguese Victim Support Association (APAV) in Portugal and for “Somos Todas Marias” in Brazil, alludes to horror films to highlight the frightening reality of people who face domestic violence.
The joint creation of lvaro Rodrigues, partner and CEO of Made, and Tico Moraes, partner and creative director of Studio Nuts, used the language of horror films to illustrate the harrowing experiences faced by those who are trapped in the cycle of domestic violence .
The films, for example, feature women watching a horror film when they are approached by their companions in an aggressive and increasing manner. The characters in horror films who, in theory, are there to scare, become even more terrified by what they are seeing and leave.
“Our partnership addresses the importance of unity in addressing critical social issues such as domestic violence. Our idea is to help promote a society in which these horrors are eradicated and support is extended to victims,” said Tico Moraes, creative director at Studio Nuts .
Two films will be released during MOTEL/X – Lisbon International Horror Film Festival, which will be held at the So Jorge cinema, one of the most renowned audiovisual spaces in Portugal, from September 12th to 18th.
“Nothing terrifies a woman’s life more than domestic violence. Unfortunately, cases of femicide, particularly in Brazil, are only increasing. Our campaign aims to shed light on the issue, reinforcing that women are not alone, giving a voice and Made and Nuts hope that more brands and organizations will take part in the campaign.”, added lvaro Rodrigues, partner and CEO of Made.
In addition to films for TV, cinema and the Internet, the multiplatform campaign also includes advertisements, posters, posts and filters for social networks, always with the atmosphere and art direction reminiscent of horror film promotions.
