Spinneys - "The Bread Exam"

McCann Paris

McCann Paris Neuilly sur Cedex, France

Awards

109

16956

This ad is part of the ACT Responsible Collection

Brand: Spinneys
Country: France

Advertiser: Spinneys

Title	The Bread Exam
Agency	McCann Paris
Campaign	The Bread Exam
Advertiser	Spinneys
Brand	Spinneys
Date of First Broadcast/Publication	2020
Business Sector	Department Stores, Supermarkets
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 fortradition. 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	Case Study
Length	135 seconds
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