| 标题 | The Self-Exam Mannequin |
| Brief | Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully. However, due to the Covid-19 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, we set up special mannequins in the most important international and local fashion stores: mannequins doing breast-self examinations.We displayed these mannequins in dozens of different stores during Pink October – the breast awareness month. The mannequins caught the attention of shoppers. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly. |
| 广告公司 | White Rabbit |
| 广告战役 | The Self-Exam Mannequin |
| 广告主 | Tietê Plaza Shopping |
| 品牌 | Tietê Plaza Shopping |
| 首次发布日期 | 2021 / 3 |
| 行业领域 | 零售、分销及餐馆 |
| 剧情简介 | Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully. However, due to the Covid-19 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil. |
| 哲学 | When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, we set up special mannequins in the most important international and local fashion stores: mannequins doing breast-self examinations. We displayed these mannequins in dozens of different stores during Pink October – the breast awareness month. The mannequins caught the attention of shoppers. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly. |
| 问题 | Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully. However, due to the Covid-19 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil. |
| 结果 | During the Pink October these mannequins were exposed to more than 700 000 people in the shopping mall, and caught the attention of traditional media channels. It resulted 1,2 M USD in earned media, and 55% increase in followers and 3,7 M social media impressions. This special activation helped women to realize the importance of doing breast self-examination, even during the hard and stressful times of the pandemic. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 首席创意官 | Istvan Bracsok |
| 首席创意官 | Levente Kovacs |
| 创意总监 | Luis Paulo Gatt |
| Strategic Creative Director | Jim Seath |
| 联合创意总监 | André Nunes Bueno |
| 文案 | Deco Artilheiro |
| 文案 | Adam Lenart |
| 美术指导 | Roger Possatto |
| 美术指导 | Zsófia Fribék |
| 美术指导 | Marcos Mendes Tanaka |
| Client Services Director | Levente Balint |
| 制作公司 | Purusha Filmes |
| 广告经理 | Ana Paula Cacciari |
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