| Title | BOOBLESS BABE |
| Brand | EKSTRA BLADET |
| Product/Service | NEWSPAPER |
| Category |
A12. Corporate Social Responsibility (CSR) / Corporate Image |
|
Entrant
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
|
|
Idea Creation
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
|
Credits
| 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 Direct?
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.