SAVING LIVES WITH A LIVE PRINT AD

TitleSAVING LIVES WITH A LIVE PRINT AD
BrandPINK RIBBON
Product/ServicePINK RIBBON
Category A05. Data Visualisation
Entrant MORTIERBRIGADE Brussels, BELGIUM
Idea Creation MORTIERBRIGADE Brussels, BELGIUM
Media Placement MORTIERBRIGADE Brussels, BELGIUM
Credits
Name Company Position
Joost / Philippe / Jens Berends / De Ceuster / Mortier mortierbrigade creative directors
Frederic Zouag mortierbrigade art director
Nicolas Gaspart mortierbrigade copywriter

Why is this work relevant for Creative Data?

In a full-page print ad on the last page of Belgium’s biggest newspaper, they assembled the faces of the 23 women who featured in the newspaper’s articles. They showed that 2 of these women would get cancer according to statistics. The print ad went live by putting human faces on an otherwise distant statistic. We visualised the statistics.

Background

In Belgium, the back page of most newspapers is reserved for a full-page print ad. It’s the last chance a brand gets to attract the readers attention after he/she has just finished reading the newspaper.

Describe the Creative idea / data solution (20% of vote)

In Belgium, 1 in every 9 women will be diagnosed with breast cancer in their lifetime. In an effort to raise awareness on breast cancer, Pink Ribbon brought this statistic to life. In a full-page print ad on the last page of Belgium’s biggest newspaper, they assembled the faces of the 23 women who featured in the newspaper’s articles. They showed that 2 of these women would get cancer according to statistics. The print ad went live by putting human faces on an otherwise distant statistic. The result is. that you realize that the women you just read about are facing a real danger - just like all women. The print ad was made overnight, after the news articles were chosen and right before the newspaper went on press.

Describe the data driven strategy (30% of vote)

The print ad went live by putting human faces on an otherwise distant statistic. The result is. that you realize that the women you just read about are facing a real danger - just like all women. The print ad was made overnight, after the news articles were chosen and right before the newspaper went on press.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

The exact same women in the newspaper that day were used in the print on the backcover.

List the data driven results (20% of vote)

Traffic to the website doubled and 37% more pink ribbons were sold