::brand challenge

Breast Cancer is the deadliest type of cancer in Brazil. And contrary to common belief, it also affects young women. But despite having an established brand as the biggest non-profit hospital in Latin America, Santa Casa has a very difficult time reaching millennials to talk about prevention.The content simply got outdated. But through Anitta, we saw an opportunity to bridge this gap and make the self-exam popular again.

::

::our Idea

On the videoclip for Atención, the first track of Kisses, we put the breast cancer self-exam in the middle of the choreography. The song talked about empowerment and showed women of different ages dancing in front of mirrors. When her young audience saw it, they applauded and started a conversation, as the stunt quickly went viral on social media and news outlets everywhere. The Breast Move made public health became pop culture.

::

vv:: case

>>:: original clip

_the breast move

_Role: Creative Director/art director

_Art director: Denon Oliveira

_Copywriter: Frederico Teixeira

Recognition:

Cannes Lions

Health / shortlist

Media / shortlist

Anuário do CCSP

Branded Content /

in book anúario Estrela Verde

D&AD

Impact / merit

El Ojo de Iberoamerica

Produccion Audio Visual / Silver

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