Ten billboards placed in different points of Mexico City shaped this counter-campaign that questioned and contested the feminine stereotypical representations adopted by the advertising campaign for the El Palacio de Hierro (The Iron Palace) department store, Soy Totalmente Palacio (I Am Totally Palacio), and by many others.


The works featured Mónica Benitez, a Theater student dressed in black and red attire, in different city settings with the slogan Soy totalmente de hierro (I Am Totally Made of Iron) and statements such as:

This is my palace and it is entirely made of iron.
The problem is that you think my body belongs to you.
It is curious that you believe you can control my image.



Collaboration with Martín Vargas y Mónica Martínez



Tlalpan & Eje 6 Sur; Periférico Canal de Garay & Eje 6 Sur; San Antonio Abad, Plaza Santa Cruz; Insurgentes y Avenida del Imán; Insurgentes y Copilco; Insurgentes y Quintana Roo; Avenida Santa Teresa, Pedregal del Lago; Río Churubusco y Calle 17; Periférico Sur y Zacatépetl; y Viaducto y Tránsito, Mexico City, Mexico





Martín L. Vargas

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