The One Show
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Category
Music Adaptation / Song
Annual ID
OS23_MS030M
About the Work
THIRST is a short film about sexual equality that outsmarts social media censorship using metaphors that cannot be flagged or hidden by A.I. Our copy strategy was to study each and every sexist censorship rule on every social media platform to write a film about female pleasure uniquely scripted to survive them. We used the rules to fight the rules. Our script uses visual and sound metaphors for the physical sensation of female pleasure. It is designed to hack social media censorship algorithms, as we follow a woman on a journey of self-exploration, as she seeks what previously felt out of reach. THIRST is written to make viewers feel the craving and desire women experience in pursuit of sexual equity and sexual pleasure. The script follows the rhythm of the sensation of pleasure and the building of a climax. But it’s all done in a way that avoids censorship.
With hundreds of thousands of views, the film hasn’t been blocked or flagged by A.I. to date and continues fighting against sexist censorship. We’re already seeing the positive momentum this impactful film has ignited. After releasing the film, Meta issued advertising policy changes to finally allow sexual health, wellness, and reproductive ads on its platform – representing a step forward in changing its sexist censorship rules.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Klick Health / Toronto
Production Company
The Youth / Brazil
Music / Sound Production Company
Jamute / Brazil
Freelancer
YUCA / Brazil
Chief Creative Officer
Rich Levy
Executive Creative Director
Bernardo Romero
Group Creative Director
Amy Fortunato
Andrea Bistany
Executive Creative Producer
Laura Denham
Music & Sound
James Pedrozo Pinto
Marcos Vaz
Supervising Creative Producer
Jen Martin
Supervising Producer
Jim Chestnutt
VP, Business Affairs - Creative Production
Tamika Knight
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