| D&AD 2017 | ||
|---|---|---|
| Creativity for Good | Advertising & Marketing Communications /Not for Profit | Wood Pencil |
| Digital Marketing | Social Video | Graphite Pencil |
Agency: David Buenos Aires
Client: Macma
Agency Producer: Brenda Morrison Fell
Agency Producer: Felipe Calvino
Art Director: Ricardo Casal
Copywriter: Juan Pena
Editor: Ana Svarz
Executive Creative Director: joaquin cubria
Executive Creative Director: Ignacio Ferioli
Executive Producer: Adrian Damario
Photographer: Nicolas Hardy
Producer: Thomas Amoedo
Production Company: Porta Estudio
Production Company: Cluster
Production Company: Landia
Account Handler: Emanuel Abeijon
Account Handler: Lucila Castellani
Account Handler: Brenda Ranieri
Description
It’s very hard to get women to regularly check their breasts to help prevent breast cancer. However, they do check their phones an average of 110 times a day. Therefore, we decided to spread our message in a format that would grant us visibility on these devices using social platforms to achieve it. 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.