ART AGAINST BREAST CANCER

ClientVIRAG JUDIT GALLERY
Category B01. Brand-led Education & Awareness
TitleART AGAINST BREAST CANCER
Product/ServiceVIRAG JUDIT GALLERY
Entrant DDB BUDAPEST, HUNGARY
Idea Creation DDB BUDAPEST, HUNGARY
Idea Creation 2 DDB BUDAPEST, HUNGARY
PR DDB BUDAPEST, HUNGARY
Production ARE Budapest, HUNGARY
Credits
Name Company Position
Karolina Galacz DDB Budapest Creative Director
Zsolt Balogh DDB Budapest Creative Director
Emese Gillotte DDB Budapest Senior Art Director
Dorottya Tóth DDB Budapest Senior Copywriter
Zsófia Maul DDB Budapest Agency Producer
Alexandra Kemenyiczki DDB Budapest Agency Producer
Udeme Etentuk ARe Digital Producer
Zoltán Mendrei DDB Budapest Illustrator
Benjamin Rigó ARe Illustrator

Why is this work relevant for Brand Experience & Activation?

Virag Judit Gallery saw an opportunity to teach women the step-by-step movements of self-examination they should perform regularly. By using their famous nude paintings as media for this AR experience, they reached and educated more women than any previous cancer prevention campaign in the country.

background

Hungary has the number one highest mortality rate for breast cancer in the European Union. Regular self-examination is crucial for early detection, but only 0,6% of women perform it. Education is key, but usual education campaigns have gone practically unnoticed. Judit Virág Gallery, an institution famous for its prestigious collection of paintings featuring nude women, saw an opportunity to help. Together with Pink Ribbon Hungary, they created Art Against Breast Cancer.

Describe the creative idea (20% of vote)

This is an AR experience within the gallery where 3 famous nude paintings come alive in the devices of the guests and show how to self-examine breasts. The women in the paintings also tell visitors why this is necessary and how often and when it should be performend, then they demonstrate the steps of self-examination in detail. Visitors were able to download the AR app and look at the paintings on their own devices, or they could experience it with the help of the tablets provided by the Gallery. After the demonstration, they directed the viewer to a custom Pink Ribbon landing page with more details about this important ritual.

Describe the strategy (20% of vote)

The campaign aimed at reaching more women than usual breast cancer awareness educational campaigns. It delivered on this goal by using a novel medium (art), combined with technology and reached every 14th person in the country through earned media.

Describe the execution (30% of vote)

Illustrators, animators and developers worked together to create the moving versions of the paintings, frame-be-frame. To create the phases of each motion, the paintings needed to be recreated like frames of a film, using a mixture of painting and digital technology. Visitors were able to download the AR app and look at the paintings on their own devices, or they could experience it with the help of the tablets provided by the Gallery. After the demonstration, they directed the viewer to a custom Pink Ribbon landing page with more details about this important ritual.

List the results (30% of vote)

Health influencers, doctors and TV news spread the word about the exhibition and in a few weeks, every 14th person was reached by the earned media of the campaign. -half a million website visits in 2 weeks - 700,000 media impressions