Macma: Manboobs [video] 3

Credits & Description:

TETASXTETAS / Manboobs4boobs
Campaign: Man boobs for boobs
Brand: MACMA
Media: Online
Category: Public Interest, NGO
Agency: David
Geo: Argentina
MACMA: Man boobs for boobs
Advertising Agency: DAVID, Buenos Aires, Argentina
Chief Creative Officer: Ignacio Ferioli / Joaquin Cubria
Executive Creative Directors: Joaquin Cubria, Ignacio Ferioli
Copywriter: Juan Peña ( Juan Javier Peña Plaza)
Art Director: Ricardo Casal
General Accounts Director: Emanuel Abeijon
Account Director: Lucila Castellani
Account Executive: Brenda Ranieri
Head of production: Brenda Morrison Fell
Agency's Producer: Felipe Calvino
Production House: Landia
Executive Producer: Adrian D’Amario
Producer: Thomas Amoedo
Director of Photography: Nicolas Hardy
Sound Mix: Porta Estudio
Music: Cluster
Editor: Ana Svarz
Sinopse:
The campaign is based on a series of tutorial videos that each begin with a woman about to perform a breast self-exam. By the moment she takes of her shirt a man steps into frame and she “borrows” his breasts to avoid censorship and demonstrate this early detection technique clearly step by step.The content was initially published on Macma’s YouTube, Facebook, and Instagram channels. Local celebrities supported the campaign to extend the scope of the message organically.In a second stage, once the message had freely reached people, we developed a PR plan to start a global debate highlighting the need to clearly communicate how women should carry out a BSE uncensored, to support early breast cancer detection.