Cannes Lions

CHECK UP BRA

DENTSU MEDIA THAILAND, Bangkok / ICC INTERNATIONAL / 2015

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Case Film

Overview

Entries

Credits

Overview

Description

Breast cancer is one of women’s biggest fears. So Wacoal would like their consumers to be aware about breast cancer and realize that a real confidence comes from their health and happiness.

We took a chance to talk to consumer and make them aware about breast cancer on the day they go to try and buy a bra.

So we designed a special silicone inserted inside a testing bra at Wacoal shop. Once consumer tries on the bra they will feel something uncomfortable inside the bra. And once they take the silicone out, they will find the message inside the silicone to ask them to care about the breast cancer with instruction of “How to check breast cancer”. The campaign increase 300% awareness and the "How to check breast cancer instruction sticker" becomes a daily use for consumers.

Execution

We would like women to aware of breast cancer by themselves in the simple way. There is a special designed silicone inserted inside a testing bra at Wacoal shop. Once consumer tries on the bra they will feel something uncomfortable inside the bra. And once they take the silicone out, they will find the message inside the silicone to ask them to care about the breast cancer with instruction of “How to check breast cancer”.

Outcome

The campaign increase 300% awareness and the "How to check breast cancer instruction sticker" becomes a daily use for consumers.

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