Tietê Plaza Shopping - "The Self-Exam Mannequin"

White Rabbit

White Rabbit Budapest, Ungarn

Awards

1499

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Tietê Plaza Shopping
Länder: Ungarn

Werbende: Tietê Plaza Shopping

Titel	The Self-Exam Mannequin
Brief	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.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 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.
Agentur	White Rabbit
Kampagne	The Self-Exam Mannequin
Werbende	Tietê Plaza Shopping
Marke	Tietê Plaza Shopping
Datum der ersten Ausstrahlung/Veröffentlichung	2021 / 3
Geschäftsbereich	Einzelhandel, Vertrieb & Gastättengewerbe
Story	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.
Philosophie	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 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.
Problem	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.
Ergebnis	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.
Medientyp	Case Study
Länge	106 seconds
Chief Creative Officer	Istvan Bracsok
Chief Creative Officer	Levente Kovacs
Creative Director	Luis Paulo Gatt
Strategic Creative Director	Jim Seath
Stellvertretender Creative Director	André Nunes Bueno
Texter	Deco Artilheiro
Texter	Adam Lenart
Art Director	Roger Possatto
Art Director	Zsófia Fribék
Art Director	Marcos Mendes Tanaka
Direktor Kundenservice	Levente Balint
Produktionsfirma	Purusha Filmes
Werbeleiter	Ana Paula Cacciari