19: BRAND PURPOSE (BRAND PURPOSE)

The Self-Exam Mannequin - Pink October Awareness - Tietê Plaza Shopping JPG
The Self-Exam Mannequin - Pink October Awareness - Tietê Plaza Shopping MP4 1m:46s

The Self-Exam Mannequin - Tietê Plaza Shopping
Pink October Awareness

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The Self-Exam Mannequin - Tietê Plaza Shopping - Pink October Awareness

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Title of Entry: The Self-Exam Mannequin
Brand: Tietê Plaza Shopping
Product/Service: Pink October Awareness
Client: Tietê Plaza Shopping
Entrant Company: White Rabbit Budapest
Creative Team: Chief Creative Officer: Istvan Bracsok

Chief Creative Officer: Levente Kovacs

Creative Director: Luis Paulo Gatti

Strategic Creative Director: Jim Seath

Associate Creative Director: Andre Nunes Bueno

Copywriter: Deco Artilheiro

Copywriter: Adam Lenart

Art Director: Roger Possatto

Art Director: Luis Paulo Gatti

Art Director: Zsofia Fribek

Art Director: Marcos Mendes Tanaka

Client Service Director: Levente Balint

Production Company: Purusha Filmes

Director: Leandro Carvalho
Other Credits: Marketing Manager/Client: Ana Paula Cacciari
Sector: N/A
Notes: BACKGROUND:
Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully. However, due to the Covid-19 pandemic, there was a massive, more than 40% fall-back in diagnosing and treating breast cancer patients in Brazil.

IDEA:
When the re-open took place in one of the biggest shopping malls in Sao Paolo, Tietê Plaza, we set up special mannequins in the most important international and local fashion stores: mannequins doing breast-self examinations.

EXECUTION:
We displayed these mannequins in dozens of different stores during Pink October – the breast awareness month. The mannequins caught the attention of shoppers. In the changing rooms of the stores we also applied detailed guides and instructions on how to perform breast self-examination properly.

RESULT:
During the Pink October these mannequins were exposed to more than 700 000 people in the shopping mall, and caught the attention of traditional media channels. It resulted 1,2 M USD in earned media, and 55% increase in followers and 3,7 M social media impressions. This special activation helped women to realize the importance of doing breast self-examination, even during the hard and stressful times of the pandemic.