Cannes Lions

BENCH BODY

TBWA\SANTIAGO MANGADA PUNO, Makati City / SUYEN CORPORATION / 2012

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Overview

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Credits

Overview

Description

Bench Body, a line of sexy underwear by Bench, the country’s biggest fashion retailer is deeply involved in breast cancer advocacy. Recently, it was announced that the Philippines has the highest incidence rate of breast cancer in Asia. Latest research indicated 3 out of 100 Filipinas are likely to develop breast cancer in their lifetime.

Execution

Bench Body created special shopping bags to raise awareness for the disease. The bra bags replaced shopping bags in flagship stores of Bench in Metro Manila.

Outcome

In the fight against breast cancer, Bench was able to make a difference by generating attention for the disease that kills thousands of Filipinas every years.

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