::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America, Santa Casa has a very difficult time reaching millennials to talk about prevention.The content simply got outdated.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