SAVING LIVES WITH A LIVE PRINT AD
Title | SAVING LIVES WITH A LIVE PRINT AD |
Brand | PINK RIBBON |
Product/Service | PINK RIBBON |
Category |
B03. Use of Print / Outdoor |
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
Media Placement
|
MORTIERBRIGADE Brussels, BELGIUM
|
Credits
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 Media?
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. This print ad was made overnight, after the news articles were chosen and right before the newspaper went on press.
Background
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.
Describe the creative idea / insights (30% of vote)
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.
Describe the strategy (20% of vote)
The result is. that you realize that the women you just read about are facing a real danger - just like all women.
Describe the execution (20% of vote)
The print ad was made overnight, after the news articles were chosen and right before the newspaper went on press.
List the results (30% of vote)
Visits on the website doubled
+37% pink ribbons were sold, funding the fight against breast cancer