Adrian Botan
Chief Creative Officer Europe at McCann
London, 英国
标题The Bread Exam
广告公司
广告战役 The Bread Exam
广告主 Spinneys
品牌 Spinneys
首次发布日期 2020
行业领域 百货公司、超市
剧情简介 Because tradition prevented Lebanese women from talking openly about their bodies, we had to show them how to perform a self-exam without ever mentioning nor showing breasts. However, they respect these traditions and don’t want to break away from them. We knew we couldn’t overcome this taboo without a deep understanding and respect fortradition. So we used it to our advantage and decided to join forces with one of the oldest customs in the world: baking bread.“The Bread Exam” is a recipe video where a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressingdough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience. This life-saving gesture could then become a monthly ritual for women.
媒体类别 案例研究
长度
市场 黎巴嫩
制作公司
音效制作
执行创意总监
执行创意总监
Regional Chief Creative Officer
创意总监
联合创意总监
美术指导
美术指导
文案
文案
文案
客户总监

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