| Titre | 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. |
| Agence |
McCann Paris
|
| Campagne |
The Bread Exam
|
| Annonceur |
Spinneys
|
| Marque |
Spinneys
|
| Mise en ligne | Novembre 2021 |
| Secteur d'activité | Institutions / Interêt Public / Associations à but non lucratif
|
| Synopsis | 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. |
| Type de média |
Film Web
|
| Marché | Liban |
| Maison de production |
Satellite My Love
|
| Production du son |
OCTOPUS PRODUCTIONS
|
| Directeur de la création |
Cédric Astrella
|
| Directeur de la création |
Sébastien Boutebel
|
| Regional Chief Creative Officer |
Adrian Botan
|
| Directeur de création |
Guy Lewis
|
| Directeur de création associé |
Mateo Fernandez
|
| Directeur artistique |
Sonia Presne
|
| Directeur artistique |
Flora Sagnes
|
| Concepteur / rédacteur |
Anne-Sophie Guérin
|
| Concepteur / rédacteur |
Farah Feghali
|
| Concepteur / rédacteur |
Benjamin Homsy
|
| Directeur de clientèle |
Nathalie Maisonnave
|