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Spinneys - "THE BREAD EXAM"
This ad is part of the ACT Responsible Collection
- Brand: Spinneys
- Country: France
- Advertiser: Spinneys
| Title | THE BREAD EXAM |
| Brief | Because tradition prevented Lebanese women from talking openly about their bodies, we had to show them how to perform a self-exam without ever mentioning nor showing breasts. However, they respect these traditions and don’t want to break away from them. We knew we couldn’t overcome this taboo without a deep understanding and respect for tradition. So we used it to our advantage and decided to join forces with one of the oldest customs in the world: baking bread.“The Bread Exam” is a recipe video where a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressingdough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience. This life-saving gesture could then become a monthly ritual for women. |
| Agency | McCann Paris |
| Campaign | The Bread Exam |
| Advertiser | Spinneys |
| Brand | Spinneys |
| Posted | November 2021 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Web Film |
| Market | Subscribers Only |
| Production Company | Sa.....te .y L..e Subscribers Only |
| Sound Production | O....US PR......ONS Subscribers Only |
| Executive Creative Director | C...ric As....la Subscribers Only |
| Executive Creative Director | S�.....ien Bo....el Subscribers Only |
| Regional Chief Creative Officer | A...an B...n Subscribers Only |
| Creative Director | ..y L...s Subscribers Only |
| Associate Creative Director | M...o Fe.....ez Subscribers Only |
| Art Director | S...a P...ne Subscribers Only |
| Art Director | F...a S...es Subscribers Only |
| Copywriter | An......hie G...rin Subscribers Only |
| Copywriter | F...h F....li Subscribers Only |
| Copywriter | Be....in H...y Subscribers Only |
| Account Director | Na....ie Ma.....ave Subscribers Only |
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