Sébastien Boutebel
Chief Creative Officer (CCO) at Saatchi&Saatchi
Dubai, Emirados Árabes Unidos
TituloThe Bread Exam
Agência
Campanha The Bread Exam
Anunciante Spinneys
Marca Spinneys
Data da primeira Transmissão/Publicação 2020
Sector Empresarial Grandes armazéns, supermercados
História 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.
Tipo de Mídia Case Study
Comprimento
Mercado Líbano
Produtora
Produção de som
Director executivo criativo
Director executivo criativo
Regional Chief Creative Officer
Director criativo
Director assistente criativo
Director de arte
Director de arte
Redator
Redator
Redator
Director de contas

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