There are scores of breast-cancer awareness campaigns each year, but this one from Colenso BBDO in New Zealand combines clever product development with a wonderful print ad to memorably break through, and even change behavior in a way few ad campaigns can.
Most women don't use a skin cream on their breasts, but if they did, they would be much more likely to detect lumps while applying it. (About 50 percent of breast cancers are detected outside mammogram screening.) So, the New Zealand Breast Cancer Foundation partnered with natural beauty products brand Skinfood to launch just that—Breast Cream, an entirely new moisturizer.
In introducing the product, the campaign created an extra physical step in women's beauty routines that has the potential to save thousands of lives. And then, the agency went the extra step and created a clever print ad, positioning Breast Cream as the first skin cream that gives you wrinkles—because, of course, using it might well allow you to live a much longer life.
The print ad won a gold Lion in Cannes on Monday night. Check it out, along with the case study for the larger campaign, below.
Client: New Zealand Breast Cancer Foundation
Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Senior Art Director: Kristal Knight
Senior Copywriter: Rachael Macklin
Copywriter: Hannah Habgood
Business Director: Hannah Watson
Production Partner: Skinfood