Cannes Lions

PIN THE PINK

McCANN ERICKSON ROMANIA, Bucharest / FUNDATIA RENASTEREA / 2015

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Overview

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Credits

Overview

Description

We found the perfect solution for a breast cancer awareness campaign to be in prime time TV and the most celebrity-endorsed campaign ever, with a close to nothing budget.

Brands like Coca-Cola, KFC, Pizza Hut, Rom or Napolact, afford a prime time TV broadcast, we convinced them to share their commercial breaks with the “Pin the Ribbon” campaign and pin the ribbon in their air time commercials.

We made everybody an ambassador of the campaign by placing all media in the hands of the people. The campaign site encouraged people to order home the 5 size ribbon kit or download it from the website and make their own ribbons, take them on the streets and pin all the celebrities they encounter.

From writers to models, from composers to movie stars, the pink ribbon was pinned in the chest of all the city’s statues, posters, bus shelters, stencils and shop windows.

Execution

A guerilla campaign of pink ribbon pinning, the international symbol of breast cancer awareness.

We made everybody see and talk about the pink ribbon by convincing brands to postproduction pin it in their commercials and air it prime time on women’s day.

We also made a 5 different sizes pink ribbon kit for people to order or download, take to the streets and pin it on all the posters and visuals of famous people.

Outcome

Coca-Cola, KFC, Pizza Hut, Rom and Napolact donated their TV commercials on 4 national channels

1250 pinned outdoors

20 cities joined the movement

79 celebrity endorsers

2.3 million women saw the ribbon on TV

220.000 euro in free media

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2018, APAV

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