Tietê Plaza Shopping - "The Self-Exam Mannequin"

White Rabbit

White Rabbit Budapest, Hungría

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Marca: Tietê Plaza Shopping
País: Hungría

Anunciante: Tietê Plaza Shopping

Título	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.
Agencia	White Rabbit
Campaña	The Self-Exam Mannequin
Anunciante	Tietê Plaza Shopping
Marca	Tietê Plaza Shopping
Fecha de primera difusión/publicación	2021 / 3
Sector Empresarial	Venta al detalle, distribución y cadenas de restaurantes
Sinopsis	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.
Filosofía	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.
Problema	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.
Resultado	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.
Medio	Case Study
Duración	106 seconds
Responsable de la creación	Istvan Bracsok
Responsable de la creación	Levente Kovacs
Director creativo	Luis Paulo Gatt
Strategic Creative Director	Jim Seath
Director creativo adjunto	André Nunes Bueno
Responsable de conceptos / redactor	Deco Artilheiro
Responsable de conceptos / redactor	Adam Lenart
Director artístico	Roger Possatto
Director artístico	Zsófia Fribék
Director artístico	Marcos Mendes Tanaka
DIRECTOR DE SERVICIO AL CLIENTE	Levente Balint
Productora	Purusha Filmes
Director de publicidad	Ana Paula Cacciari