Helen  Browne
Executive Assistant at Rothco | Accenture Interactive
Dublin 7, Irland
TitelTake Notice
Agentur
Kampagne Take Notice
Werbende The Marie Keating Foundation
Marke The Marie Keating Foundation
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 10
Geschäftsbereich Informations-/Hilfevereinigung über der Krankheit
Philosophie If one of the most touched and photographed breasts in the world suddenly developed a lump, would anyone notice? That was the key question asked by leading Irish cancer charity, the Marie Keating Foundation, and creative agency ROTHCO | Accenture Interactive, as part of their arresting new campaign, ‘Take Notice’, for Breast Cancer Awareness Month.

The star of ‘Take Notice’ is Molly Malone. Molly is the enigmatic heroine of the famous song of the same name, widely recognised as the city’s unofficial anthem. The buxom statue has gone on to become one of Ireland’s most recognisable and Instagram-ed monuments, attracting hordes of tourists daily. Their ‘handsy’ antics have resulted in the statue being groped so much that the bronze hue has begun to wear off on the bosom.

Realising that people seem to be more aware of Molly’s breasts than their own, the Marie Keating Foundation and ROTHCO decided to leverage the public’s obsession to spark a national and international discussion about breast health. This month, ROTHCO created and placed a small lump on one of Molly’s breasts, which went totally unnoticed by the general public, who continued to take pictures with Molly and touch her bosom. The campaign film - which features a touching bespoke rendition of Molly’s song by Irish singer Imelda May - highlights to the public that if a lump on the most famous and watched pair of breasts in Ireland can go without detection, women have to be extra vigilant and thorough with their breast examinations.
Medientyp Ambient
Länge
Soundtrack Imelda May "Molly"
Executive Creative Director
Creative Director
Creative Teammitglied
Creative Teammitglied
Produktionsleitung
Head of Marketing
Projektleiter
Agency Producer
Head of Strategy
Digitale Strategie
Digitale Strategie
Design Director
Fotograf
Direktor Fotografie
Post-Produktion
Cutter
Post-production Supervisor
Kolorist
Ton
Modellbauer

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