October is breast cancer awareness month, also known as “pink October” after the pink ribbon symbolizing the fight against the disease. Brands often show their support by adding a touch of pink too. In this case, fun automotive brand Mini (with the help of its agency Serviceplan) turned one of its cars bright pink and invited women to take a test drive, hosted by stylist and breast cancer survivor Dina Aman. The route took in a great number of roundabouts, which represented the importance of “checking for bumps” during self-examinations. The film doesn’t reveal if their were any other bumps along the way, but passers-by seem to have enjoyed the spectacle as much as the drivers, no doubt boosting the event’s reach across social media.
|Title||The Roundabout Check|
|Agency||House of Communication Dubai|
|Campaign||The Roundabout Check|
|Date of First Broadcast/Publication||Subscribers Only|
|Business Sector||Subscribers Only|
|Media Type||Case Study|