Título | THE BREAD EXAM |
Brief | 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 for tradition. 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. |
Agencia |
McCann Paris
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Campaña |
The Bread Exam
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Anunciante |
Spinneys
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Marca |
Spinneys
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Posted | Noviembre 2021 |
Sector Empresarial | Instituciones/Organizaciones no gubernamentales
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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 for tradition. 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 |
Web Film
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Mercado | Líbano |
Productora |
Satellite My Love
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Producción de sonido |
OCTOPUS PRODUCTIONS
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Director ejecutivo de creación |
Cédric Astrella
|
Director ejecutivo de creación |
Sébastien Boutebel
|
Regional Chief Creative Officer |
Adrian Botan
|
Director creativo |
Guy Lewis
|
Director creativo adjunto |
Mateo Fernandez
|
Director artístico |
Sonia Presne
|
Director artístico |
Flora Sagnes
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Responsable de conceptos / redactor |
Anne-Sophie Guérin
|
Responsable de conceptos / redactor |
Farah Feghali
|
Responsable de conceptos / redactor |
Benjamin Homsy
|
Director de cuentas |
Nathalie Maisonnave
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