McCann Paris has a provocative new take on the breast cancer awareness PSA, launching the world’s first (according to them) “Bra Cam,” to remind women to check for breast cancer.
At the beginning of the spot, a woman fastens a hidden camera to her bra before heading out for the day in a somewhat revealing (but still plenty safe for work) outfit. The ad then brings up a counter recording each time her breasts are “checked out” over the course of the day. It’s an attention grabbing way to deliver a pretty clear message: Everyone else is checking out your breasts, so check them out yourself and self-examine regularly for breast cancer. The campaign comes complete with a social initiative asking women to post a #CheckYourSelfie, checking themselves out and inviting friends to do the same in an effort to raise breast cancer awareness and get more women to self examine regularly.
Credits:
Client: Nestlé FITNESS
Clients: Patrick Schoellhammer, Nicolas Guillon, Janet Calgan, Elisa Costa
Agency: McCann Paris
Creative Director: Sarah Clift
Art Directors: Kate Pozzi, Sarah Clift, Caroline Gozier
Copywriter: Kate Pozzi
TV Producers: Sasha Mantel, Arnaud Lemens
Social Strategist: Mariam Asmar
Account: Cédric Vanhoutte, Cynthia Decant, Laurie Chappel, Leslie Adam, Julie Colombani
Film production:
Production Company: Outsider | The Corner Shop
Director: Ellen Kuras
Producer: Mel Nwanguma
DOP: Ellen Kuras
1st AD: Julian Higgs
Costume Designer: Lydia Kovacs
Edit: Rock Paper Scissors
Editor: Ted Guard
Post Production: MPC LA
Music: Human