| 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 | Institutional/Public Interest/Non-Profit Org.
|
| Story | 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. |
| Media Type |
Web Film
|
| Market | Lebanon |
| Production Company |
Satellite My Love
|
| Sound Production |
OCTOPUS PRODUCTIONS
|
| Executive Creative Director |
Cédric Astrella
|
| Executive Creative Director |
Sébastien Boutebel
|
| Regional Chief Creative Officer |
Adrian Botan
|
| Creative Director |
Guy Lewis
|
| Associate Creative Director |
Mateo Fernandez
|
| Art Director |
Sonia Presne
|
| Art Director |
Flora Sagnes
|
| Copywriter |
Anne-Sophie Guérin
|
| Copywriter |
Farah Feghali
|
| Copywriter |
Benjamin Homsy
|
| Account Director |
Nathalie Maisonnave
|