THE SELF-EXAM MANNEQUIN

TitleTHE SELF-EXAM MANNEQUIN
BrandTIETÊ PLAZA SHOPPING
Product/ServiceTIETÊ PLAZA SHOPPING
Category B01. Brand-led Education & Awareness
Entrant WHITE RABBIT Budapest, HUNGARY
Idea Creation WHITE RABBIT Budapest, HUNGARY
Media Placement WHITE RABBIT Budapest, HUNGARY
Production PURUSHA FILMES Sao Paulo, BRAZIL
Credits
Name Company Position
Istvan Bracsok White Rabbit Budapest Chief Creative Officer
Levente Kovacs White Rabbit Budapest Chief Creative Officer
Luis Paulo Gatti freelancer Creative Director
Jim Seath White Rabbit Budapest Creative Director
Andre Nunes Bueno White Rabbit Budapest Associate Creative Director
Deco Artilheiro freelancer Copywriter
Adam Lenart White Rabbit Budapest Copywriter
Roger Possatto freelancer Art Director
Luis Paulo Gatti freelancer Art Director
Zsofia Fribek White Rabbit Budapest Art Director
Marcos Mendes Tanaka White Rabbit Budapest Art Director
Levente Balint White Rabbit Budapest Client Service Director
Leandro Carvalho Purusha Filmes Director
Ana Paula Cacciari Tietê Plaza Shopping Marketing Manager

Why is this work relevant for Brand Experience & Activation?

We created and displayed unique mannequins in dozens of different stores during Pink October – the breast cancer awareness month. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly.

Background

Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully. However, due to the Covid-19 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.

Describe the creative idea (20% of vote)

When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, we set up special mannequins in the most important international and local fashion stores: mannequins doing breast-self examinations.

Describe the strategy (20% of vote)

-

Describe the execution (30% of vote)

We displayed these mannequins in dozens of different stores during Pink October – the breast cancer awareness month. The mannequins caught the attention of shoppers. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly.

List the results (30% of vote)

During the Pink October these mannequins were exposed to more than 700 000 people in the shopping mall, and caught the attention of traditional media channels. It resulted 1,2 M USD in earned media, and 55% increase in followers and 3,7 M social media impressions. This special activation helped women to realize the importance of doing breast self-examination, even during the hard and stressful times of the pandemic.