Spinneys - "The Bread Exam"

McCann Paris

McCann Paris Neuilly sur Cedex, France

Ödüller

109

16950

Bu reklam ACT Sorumlu Koleksiyonun bir bölümüdür.

Marka: Spinneys
Ülke: France

Reklamcı: Spinneys

Başlık	The Bread Exam
Haftanın	McCann Paris
Kampanya	The Bread Exam
Reklamcı	Spinneys
Marka	Spinneys
İlk Yayınlanma Tarihi	2020
Sektör	Department Stores, Supermarkets
hikaye	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.
Medya Türü	Case Study
Süre	135 seconds
Market	Lebanon
Prodüksiyon Şirketi	Satellite My Love
Ses Prodüksiyonu	OCTOPUS PRODUCTIONS
Yaratıcı Yönetmen	Cédric Astrella
Yaratıcı Yönetmen	Sébastien Boutebel
Regional Chief Creative Officer	Adrian Botan
Yaratıcı Yönetmen	Guy Lewis
Yaratıcı Yönetmen Ortağı	Mateo Fernandez
Sanat Yönetmeni	Sonia Presne
Sanat Yönetmeni	Flora Sagnes
Reklam Yazarı	Anne-Sophie Guérin
Reklam Yazarı	Farah Feghali
Reklam Yazarı	Benjamin Homsy
Müşteri Direktörü	Nathalie Maisonnave