Chief Creative Officer and Founding Partner at White Rabbit Budapest / Founding Member, Member of the Board and Member of the Global Creative Council at by The Network at White Rabbit Budapest

Budapest, Hungria

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Tietê Plaza Shopping - "The Self-Exam Mannequin"

White Rabbit

White Rabbit Budapest, Hungria

Prêmios

1498

Esse anúncio faz parte da Coleção ACT Responsible

Marca: Tietê Plaza Shopping
País: Hungria

Anunciante: Tietê Plaza Shopping

Titulo	The Self-Exam Mannequin
Brief	Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully. However, due to the Covid-19 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, we set up special mannequins in the most important international and local fashion stores: mannequins doing breast-self examinations.We displayed these mannequins in dozens of different stores during Pink October – the breast awareness month. The mannequins caught the attention of shoppers. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly.
Agência	White Rabbit
Campanha	The Self-Exam Mannequin
Anunciante	Tietê Plaza Shopping
Marca	Tietê Plaza Shopping
Data da primeira Transmissão/Publicação	2021 / 3
Sector Empresarial	Retalho, distribuição e cadeias de restaurantes
História	Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully. However, due to the Covid-19 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.
Filosofia	When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, we set up special mannequins in the most important international and local fashion stores: mannequins doing breast-self examinations. We displayed these mannequins in dozens of different stores during Pink October – the breast awareness month. The mannequins caught the attention of shoppers. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly.
Problema	Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully. However, due to the Covid-19 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.
Resultado	During the Pink October these mannequins were exposed to more than 700 000 people in the shopping mall, and caught the attention of traditional media channels. It resulted 1,2 M USD in earned media, and 55% increase in followers and 3,7 M social media impressions. This special activation helped women to realize the importance of doing breast self-examination, even during the hard and stressful times of the pandemic.
Tipo de Mídia	Case Study
Comprimento	106 seconds
Chief Creative Officer	Istvan Bracsok
Chief Creative Officer	Levente Kovacs
Director criativo	Luis Paulo Gatt
Strategic Creative Director	Jim Seath
Director assistente criativo	André Nunes Bueno
Redator	Deco Artilheiro
Redator	Adam Lenart
Director de arte	Roger Possatto
Director de arte	Zsófia Fribék
Director de arte	Marcos Mendes Tanaka
Client Services Director	Levente Balint
Produtora	Purusha Filmes
Director de publicidade	Ana Paula Cacciari