Cannes Lions
TBWA\SANTIAGO MANGADA PUNO, Makati City / SUYEN CORPORATION / 2012
Overview
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Credits
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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12 items