Titel | THE BREAD EXAM |
Brief | Because tradition prevented Lebanese women from talking openly about their bodies, we had to show them how to perform a self-exam without ever mentioning nor showing breasts. However, they respect these traditions and don’t want to break away from them. We knew we couldn’t overcome this taboo without a deep understanding and respect for tradition. So we used it to our advantage and decided to join forces with one of the oldest customs in the world: baking bread.“The Bread Exam” is a recipe video where a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressingdough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience. This life-saving gesture could then become a monthly ritual for women. |
Agentur |
McCann Paris
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Kampagne |
The Bread Exam
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Werbende |
Spinneys
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Marke |
Spinneys
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Posted | November 2021 |
Geschäftsbereich | Gemeinnützige Organisationen
|
Story | Because tradition prevented Lebanese women from talking openly about their bodies, we had to show them how to perform a self-exam without ever mentioning nor showing breasts. However, they respect these traditions and don’t want to break away from them. We knew we couldn’t overcome this taboo without a deep understanding and respect for tradition. So we used it to our advantage and decided to join forces with one of the oldest customs in the world: baking bread.“The Bread Exam” is a recipe video where a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressingdough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience. This life-saving gesture could then become a monthly ritual for women. |
Medientyp |
Internet-Film
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Markt | Libanon |
Produktionsfirma |
Satellite My Love
|
Tonproduktion |
OCTOPUS PRODUCTIONS
|
Executive Creative Director |
Cédric Astrella
|
Executive Creative Director |
Sébastien Boutebel
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Regional Chief Creative Officer |
Adrian Botan
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Creative Director |
Guy Lewis
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Stellvertretender Creative Director |
Mateo Fernandez
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Art Director |
Sonia Presne
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Art Director |
Flora Sagnes
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Texter |
Anne-Sophie Guérin
|
Texter |
Farah Feghali
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Texter |
Benjamin Homsy
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Etatdirektor |
Nathalie Maisonnave
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