Ellen Kuras of The Corner Shop/Outsider directed this spot which deploys a “bra cam” as a means to encourage women to do a self-examination of their breasts to help prevent breast cancer.
Agency McCann Paris came up with the idea of a hidden camera in a woman’s bra that records just how many people check out her cleavage on a daily basis. This leads to asking all women when was the last time they checked their own breasts. McCann went with a humorous, attention-grabbing way of reminding women that checking their breasts regularly can preserve their health and wellbeing. The video redirects to further information on how to conduct a breast self-examination.
The sponsor, FITNESS breakfast cereal, is committed to encouraging healthy routines in all aspects of women’s lives. This month, the company is looking to spark a social media movement prompting women to check themselves out. The initiative is designed to encourage women to “#CheckYourSelfie”.
According to the World Health Organization, breast cancer is the foremost cancer in women, both in the developed and the developing world, with early detection playing a key role in controlling breast cancer outcome and survival.
CreditsClient Nestlé FITNESS Agency McCann Paris Sarah Clift, creative director/art director; Kate Pozzi, art director/copywriter; Caroline Gozier, art director; Sasha Mantel, Arnaud Lemens, producers; Mariam Asmar, social strategist. Production The Corner Shop/Outsider Ellen Kuras, director/DP; Anna Hashmi, exec producer; Mel Nwanguma, producer; Julian Higgs, 1st assistant director; Lydia Kovacs, costume designer. Editorial Rock Paper Scissors Ted Guard, editor; Eve Kornblum, exec producer. Post MPC LA Music Human
The Best Work You May Never See: McCann NY, Director Christian Breslauer Sound Grande For New York Lottery
McCann New York launched a campaign for the New York Lottery which includes this music video-style spot directed by Christian Breslauer of London Alley. The :30 features a signature song, “Sounds Grande,” as we see our featured music video protagonist get into the lotto spirit thanks to the new GRANDE Scratch-Off Games (up to $3 million in cash prizes, and a chance drawing for one of 100 VIP trips to Billboard Latin Music Week in Miami). The new lotto games were designed by McCann Design, inspired by the colorful storefronts of New York bodegas. [video width="1920" height="1080" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/09/18010750/YNSL3561000H_NYL_SOUNDS-GRANDE_30_ENGLISH.mp4"][/video] Read More