| Title | BRA CAM |
| Brand | CEREALS PARTNER WORLDWIDE |
| Product/Service | CÉRÉALS |
| Category |
A02. NON-FICTION: SERIES OR FILM |
|
Entrant Company
|
McCANN PARIS, FRANCE
|
|
Contributing Company 2
|
McCANN PARIS, FRANCE
|
|
Contributing Company
|
GROUP M London, UNITED KINGDOM
|
|
Production Company
|
OUTSIDER London, UNITED KINGDOM
|
Credits
| Patrick Schoellhammer |
Nestle Nestle CPW |
Global Marketing Director Promotion |
| Nicolas Guillon |
Nestle Nestle CPW |
Promotion Marketing Manager |
| Janet Calgan |
Nestle Nestle CPW |
Promotion Marketing Manager |
| Elisa Costa |
Nestle Nestle CPW |
Associate Marketing Manager |
| Cédric Vanhoutte |
Mccann Paris |
Vp/International Group Account Director |
| Sarah Clift |
Mccann Paris |
Creative Director |
| Kate Pozzi |
Mccann Paris |
Art Director Director Copy Writer |
| Caroline Gozier |
Mccann Paris |
Art Director |
| Sasha Mantel |
Mccann Paris |
Tv Producer |
| Arnaud Lemens |
Mccann Paris |
Tv Producer |
| Katie Roche |
Mccann Paris |
Senior Brand Strategist |
| Mariam Asmar |
Mccann Paris |
Senior Digital Planner |
| Ellen Kuras |
Outsider | The Corner Shop |
Director Director Dop |
| Mel Nwanguma |
Outsider | The Corner Shop |
Producer |
| Julian Higgs |
Outsider | The Corner Shop |
1st Ad |
| Lydia Kovacs |
Outsider | The Corner Shop |
Costume Designer |
| Ted Guard |
Outsider | The Corner Shop |
Editor |
| Cynthia Decant |
Mccann Paris |
Account Director |
| Laurie Chappel |
Mccann Paris |
Senior Account Manager |
| Leslie Adam |
Mccann Paris |
Account Executive |
The Campaign
In Europe there is strict regulation around health claims related to packaged food. This challenge has changed the advertising landscape and led brands to start finding more creative and varied ways to build connections with consumers. As a women’s line management cereal, our mission is support women in their efforts to stay healthy – we have found new ways to activate on this mission.
Results
Challenge: Nestle Fitness cereal asked us to create a Pink Ribbon Initiative for breast cancer awareness to be live in October 2014. October is a month where everything is aIready very, well, pink. So it was going to take something very simple yet engaging to get the attention of women around the world. Adding to the challenge, each of our 40 global markets runs their own local Pink Ribbon activations to drive participation on the ground.
Objective: Create a global Pink Ribbon campaign that could umbrella the local activations without adding unnecessary layers.
Strategy: A key weapon in the fight against breast cancer is self-examination. We decided to remind women around the world to check themselves in a way that could break through and impact pop culture
Execution: The core of our execution is a film that reminds people to check themselves out in an entertaining and unexpected way. We cast a beautiful, girl-next-door woman in her late 20s, with a great cleavage. Then the twist – we equipped her with a tiny, hidden HD camera fitted into the front of her bra. In the film, we watch our girl out and about around London – and as her chest receives cheeky glances, our camera catches it all. A digital counter on screen counts every time someone looks at her breasts. The film ends with a twist:
Your breasts are checked out everyday.
So, when was the last time YOU checked your own?
On the final screen, we see an invitation to share with a friend and a link to get more information on breast self-examinations.
There were three main areas that drew consumers to the film. The first was the mechanic itself, one that allowed viewers to see London from a unique perspective: a camera placed inside a bra. Secondly, FITNESS posed and answered a question many women have thought about (but never seriously explored): “Just How Often Do People Check our Your Boobs?” and “Bra Cam Shows How Often Women’s Breasts are Ogled,” were just a few of the headlines. Finally, consumers enjoyed the surprising “twist” at the end: People are checking your breasts everyday. So, when was the last time your checked yours?”
The campaign just launched within the last month, so business results are not available at this time. However, the video has racked up over 10 million views across the globe with a very minimal media investment. A Google news check also shows more than 2,500 articles written about the campaign within the first two weeks with press from the UK, Greece, France, Lebanon, Russia, USA and as far away as India.