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. 

Credits

Client 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

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