Spinneys - "The Bread Exam"

McCann Paris

McCann Paris Neuilly sur Cedex, Frankreich

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Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Spinneys
Länder: Frankreich

Werbende: Spinneys

Titel	The Bread Exam
Agentur	McCann Paris
Kampagne	The Bread Exam
Werbende	Spinneys
Marke	Spinneys
Datum der ersten Ausstrahlung/Veröffentlichung	2020
Geschäftsbereich	Kaufhäuser, Supermärkte
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 fortradition. 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	Case Study
Länge	135 seconds
Markt	Libanon
Produktionsfirma	Satellite My Love
Tonproduktion	OCTOPUS PRODUCTIONS
Executive Creative Director	Cédric Astrella
Executive Creative Director	Sébastien Boutebel
Regional Chief Creative Officer	Adrian Botan
Creative Director	Guy Lewis
Stellvertretender Creative Director	Mateo Fernandez
Art Director	Sonia Presne
Art Director	Flora Sagnes
Texter	Anne-Sophie Guérin
Texter	Farah Feghali
Texter	Benjamin Homsy
Etatdirektor	Nathalie Maisonnave