Cannes Lions

BREAST CANCER AWARENESS

CHANGE INTEGRATED, Warsaw / WIRTUALNA POLSKA / 2010

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Overview

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Credits

OVERVIEW

Execution

We placed naked pictures of a model in the adult gallery of Wirtualna Polska, one of the most popular portals in Poland. The model invites you to play with her breasts which appear to be sensitive to the movement of your mouse. In the next few steps the model prompts you the moves that you have to make to please her more. In the last picture you discover the model was actually teaching you how to examine breasts in a way you've never been taught before. You could also download a list of medical centres where you can send your partner just in case you find any lump.

Outcome

As a result, Edyta, the girl with magical boobs, trained almost 175,000 men in just one week.A conventional, offline training would cost €35 each. So it would take around €6,000,000 to train all of our audience offline. And still, no guarantee they would want to participate in the first place.We spent only €1,300 and men keep coming back eager to train again and again...

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