| Title | VIRGIN MARY’S BREAST |
| Brand | VBBB |
| Product/Service | BREAST FEEDING |
| Category |
A07. Not-for-profit / Charity / Governemt |
|
Entrant
|
VBBB Essen, BELGIUM
|
|
Idea Creation
|
DDB BRUSSELS, BELGIUM
|
|
Production
|
DDB BRUSSELS, BELGIUM
|
Credits
| Jonas Caluwé |
DDB Brussels |
Senior Art Director |
| Jan Schoofs |
DDB Brussels |
Senior Copywriter |
| The Living Room _ |
The Living Room |
Graphic Designer |
| Naïm Baddich |
DDB Brussels |
Creative Director |
| Dieter Deridder |
DDB Brussels |
Creative Director |
| Bernard Hermant |
DDB Brussels |
Production Designer |
| Yelle Vandenbruaene |
The Living Room |
Retouches - Designer |
Cultural / Context information for the jury
It’s 2019 and women who breastfeed in public are still frowned upon. Too many news items report about women who are asked to stop feeding their child and sometimes are even forced to leave. To break this taboo against breastfeeding in public, VBBB (an organisation for breastfeeding promotion) put a breast on the back cover of a major Belgian newspaper. A world famous one: the breast of Madonna Litta, a painting by Leonardo Da Vinci from 1490 where the virgin Mary breastfeeds baby Jezus. Back in the 15th century, no one was offended by this. So why are we today?