Disque Denúncia - The world's first Mixed Gender MMA fight - (2014) Brazil

Every 90 minutes a woman dies victim of male violence in Brazil. Let that sink in before you hit play.

Now, to draw attention to this important but often ignored topic, domestic violence, Disque Denúncia and Agência 3 arranged for the world's first mixed gender MMA fight. They announced it well in advance, and all the social media channels blew up with people upset about the idea. Others defending it. Comments and flameouts galore, and lots of media attention followed. Come the night of the fight, there's the twist. There will be no fight tonight, at least not here.

Campaign Title: Mixed Gender Fight

Client: Disque Denúncia
Advertising Agency: Agência 3 (Rio de Janeiro, Brazil)
Copywriters: Cadu Vigilia, Gabriel Gil
Art Director: Durval Filho
Creative Director: Luis Claudio Salvestroni
Associate Creative Director: Jader Rossetto
Film Production: Kombat Films
Director: Gabriel Mattar
Music and Sound Design: Sonido