Singing Boobs With Mouths Highlight Breast Cancer Awareness

Camapign by Argentina's MACMA and David Aims to Bypass Censors by Replacing Nipples

Published On
Apr 20, 2017

Editor's Pick

Singing breasts with mouths instead of nipples raise awareness of breast cancer in a bizarre, but definitely memorable, campaign by Argentina's Breast Cancer Help Movement (MACMA).

The film was created by Buenos Aires-based agency, David, which last year developed an ad which used "man boobs" to demonstrate how to do a breast self-exam for MACMA as a way to get round social media censorship of breasts.

The new campaign is also designed to get round censors, as nipples are the no-go area for censors, rather than the breast itself, and to encourage women to be aware of self-examination. Giving the boobs mouths -- and in some cases teeth -- instead is certainly surreal, and you might even find it grotesque, but it certainly makes the point, as do the humorous lyrics of the song, which follows the theme of "Everybody loves boobs." The director is 1985 at Landia.

"Censorship in social media is still an issue. That has led us to look for new ways of by-passing it, this time by showing boobs to raise awareness on the importance of taking care of what we love, and of providing financial support to those who work on early detection,", said Joaquin Cubria and Ignacio Ferioli, executive creative directors at David, in a statement.

Credits

Date
Apr 20, 2017
Brand:
MACMA
Client:
MACMA
Agency:
David-Buenos Aires
Product:
Breast Cancer Awareness and Fundraising
TItle Design:
Everybody loves Boobs
Agency:
DAVID
Executive Creative Director:
Joaquin Cubria
Executive Creative Director:
Ignacio Ferioli
Copywriter:
Tomás O´Gorman
Art Director:
Guillermo Aliaga Pueyrredon
General Account Director:
Emanuel Abeijon
Account Director:
Lucila Castellani
Account Executive:
Florencia Scrimaglia
Head of Production:
Brenda Morrison Fell
Agency Producer:
Florencia Albizzati
Agency Post Production Producer:
Ana Svarz
Production Company:
LANDIA
Executive Producer:
Adrian D'Amario
Producer:
Diego Dutil
Director, Photography:
Juan Magliore
Composed Music and English version:
Massive Music
Spanish Version and Mix:
Swing Msica & Audio Post
Editor:
Tomás Basile
Color:
Jorge Russo
Color:
Alejandro Armaleo
Post Production:
Julian Lopez Coppola
Post House:
DA8
Post House:
Juan Solo
E-commerce Developer:
Movile
PR Agency:
URBAN Grupo de Comunicacin
Advertiser Supervisor:
Irene Marcet
Advertiser Supervisor:
Marta Mattiussi
Advertiser Supervisor:
Isabel Geraige
Advertiser Supervisor:
Julieta Gomez
Director:
1985

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Project Type