| Title | THE SELF-EXAM MANNEQUIN |
| Brand | TIETÊ PLAZA SHOPPING |
| Product/Service | TIETÊ PLAZA SHOPPING |
| Category |
D03. Special Build |
|
Entrant
|
WHITE RABBIT Budapest, HUNGARY
|
|
Idea Creation
|
WHITE RABBIT Budapest, HUNGARY
|
|
Media Placement
|
WHITE RABBIT Budapest, HUNGARY
|
|
Production
|
PURUSHA FILMES Sao Paulo, BRAZIL
|
Credits
| 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 |
Cultural / Context information for the jury
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.
Write a short summary of the ambient work.
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.
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.
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.