FAHRENHEIT DDB, Lima / OECHSLE / 2018
On breast cancer awareness month, we worked in collaboration with an oncologist to create “Cancer Prints”, the first collection made with cancer cell patterns.
To keep this a secret, we marketed it as any other collection, and used all our platforms to get our target’s attention before it hit our stores.
Once the collection hit our stores, we settled some cameras to film customers’ reactions.
Every woman that approached our collection seemed interested at first but rejected the clothes once they read the tag that revealed the truth.
And as soon as the word got spread across social media, blogs and news articles, more women started talking about cancer again.
In a matter of minutes, conversations about cancer on social media increased from 2% to 42% and with more young women talking about it, the words “Cancer” and “Prevention” became trending topics for a whole week within our target.
And with absolutely all women rejecting the collection, cero items were sold, making “Cancer Prints” a complete success.