Jill Byrne
Marketing Director at Rothco | Accenture Interactive
Dublin 7, Irlanda
TituloTake Notice
Campanha Take Notice
Anunciante The Marie Keating Foundation
Marca The Marie Keating Foundation
Data da primeira Transmissão/Publicação
Sector Empresarial Associações de informação e de luta contra doenças
Filosofia If one of the most touched and photographed breasts in the world suddenly developed a lump, would anyone notice? That was the key question asked by leading Irish cancer charity, the Marie Keating Foundation, and creative agency ROTHCO | Accenture Interactive, as part of their arresting new campaign, ‘Take Notice’, for Breast Cancer Awareness Month.

The star of ‘Take Notice’ is Molly Malone. Molly is the enigmatic heroine of the famous song of the same name, widely recognised as the city’s unofficial anthem. The buxom statue has gone on to become one of Ireland’s most recognisable and Instagram-ed monuments, attracting hordes of tourists daily. Their ‘handsy’ antics have resulted in the statue being groped so much that the bronze hue has begun to wear off on the bosom.

Realising that people seem to be more aware of Molly’s breasts than their own, the Marie Keating Foundation and ROTHCO decided to leverage the public’s obsession to spark a national and international discussion about breast health. This month, ROTHCO created and placed a small lump on one of Molly’s breasts, which went totally unnoticed by the general public, who continued to take pictures with Molly and touch her bosom. The campaign film - which features a touching bespoke rendition of Molly’s song by Irish singer Imelda May - highlights to the public that if a lump on the most famous and watched pair of breasts in Ireland can go without detection, women have to be extra vigilant and thorough with their breast examinations.
Tipo de Mídia Ambient
Trilha sonora Imelda May "Molly"
Director executivo criativo
Director criativo
Equipa criativa
Equipa criativa
Chefe de produção
Head of Marketing
Project Director
Produtor da agência
Head of Strategy
Digital Strategist
Digital Strategist
Design Director
Director de fotografia
Pós produção
Post-production Supervisor
Model Making


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