Title	BOOBLESS BABE
Brand	EKSTRA BLADET
Product/Service	NEWSPAPER
Category	B04. Use of Print or Outdoor
Entrant	HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation	HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK

Name	Company	Position
Claus Collstrup	Hjaltelin Stahl	Senior Art Director
Karl Kristian Krarup Kjær	Hjaltelin Stahl	Art Director
Lasse Elgård Vintersbølle	Hjaltelin Stahl	Senior Creative
Niels Heilberg	Hjaltelin Stahl	Creative Director
Stine Gregersen	Hjaltelin Stahl	Project Manager

Why is this work relevant for Brand Experience & Activation ?

The campaign is relevant, because we managed to give men a chance to show their support to a cause normally reserved for women. Giving them a one to one experience in the brands beliefs and our relevance in society. The work furthermore activated the local Cancer society because of the PR it generated.

Background

For the past 41 years, Denmark’s most infamous tabloid, Ekstra Bladet, has featured thousands of women’s breasts on page 9. But to underline Ekstra Bladet’s fairly new position, “Welcome to reality”, we decided to tamper with the iconic page for the first time ever on October 7th, also known as National Breast Cancer Day.

Describe the creative idea

On October 7th, we featured a picture of Louise, a strong, independent woman who’d unfortunately lost both of her breasts to cancer, leaving nothing but two large scars on her flat chest. Nonetheless, she smiled from ear to ear, and posed like any other woman would, reminding us that life goes on, with or without breats. The eye-catching photo served as an important reminder that breasts are not to be taken for granted. Not on Ekstra Bladet’s page 9, and not in real life.

Describe the strategy

Most communication during breast cancer day is targeted women for obvious reasons. We decided to give men an opportunity to do something of their own. Through a media that is male dominated.

Describe the execution

For the past 41 years, Denmark’s most infamous tabloid, Ekstra Bladet, has featured thousands of women’s breasts on page 9. But to underline Ekstra Bladet’s fairly new position, “Welcome to reality”, we decided to tamper with the iconic page for the first time ever on October 7th, also known as National Breast Cancer Day. On October 7th, we featured a picture of Louise, a strong, independent woman who’d unfortunately lost both of her breasts to cancer, leaving nothing but two large scars on her flat chest. Nonetheless, she smiled from ear to ear, and posed like any other woman would, reminding us that life goes on, with or without breats. The eye-catching photo served as an important reminder that breasts are not to be taken for granted. Not on Ekstra Bladet’s page 9, and not in real life.

List the results

The men, who initially came to look at babes with large boobs, reacted in a way we had never imagined, sending sweet words of encouragement to Louise on social media. Her picture was also shared more than any babe in page 9 history. The Danish Cancer Society applauded the alternative exposure in national media.