Cédric Astrella
ECD McCann Paris at MCCANN ERICKSON PARIS
Clichy Cedex, Francia
TítuloThe Bread Exam
Agencia
Campaña The Bread Exam
Anunciante Spinneys
Marca Spinneys
Fecha de primera difusión/publicación 2020
Sector Empresarial Grandes almacenes, supermercados
Sinopsis 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.
Medio Case Study
Duración
Mercado Líbano
Productora
Producción de sonido
Director ejecutivo de creación
Director ejecutivo de creación
Regional Chief Creative Officer
Director creativo
Director creativo adjunto
Director artístico
Director artístico
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Responsable de conceptos / redactor
Director de cuentas

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