11: BRAND PURPOSE (Brand Activism)

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Excuses - Josefinas
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Excuses - Josefinas - Product
Title of Entry: Excuses
Brand: Josefinas
Product/Service: Product
Client: Josefinas
Entrant Company: Coming Soon Lisboa
Creative Agency: Coming Soon Lisboa
Creative Director: Marcelo Lourenço / Pedro Bexiga
Art Director: Pedro Bexiga
Copywriter: Marcelo Lourenço
Sector: 45054
Date of Release: 2019-02-11
Notes: “Excuses” is a campaign created by Josefinas (the Portuguese shoe brand) to draw attention to domestic violence in Portugal. With a collection of t-shirts illustrated by the iconic British artist Jacqueline Bissett, “Excuses” features on every shirt a woman's face designed in a very elegant way. But with a twist: the woman in the illustration shows signs of abuse - a black eye, a bruise on her face or shoulder. Each T-shirt has a name inspired by one of the most common excuses given to families and friends to explain the bruises - “I Walked Into Something”, “I Ran Into a Door”, “I Fell Down The Stairs”. 20% of the “Excuses” collection’s profit supports victims of domestic violence through Brooke Axtell's organization 'She is Rising', a healing community for women and girls who overcome rape, abuse and sex trafficking. In the first 48 hours of the campaign alone, it was possible to help more than 30 women at risk.
Other Credits: Illustrator: Jacqueline Bissett