Breasts of Holland demand attention for PinkRibbon. An annual magazine of which all proceeds benefit the fight against breast cancer. Not buying PinkRibbon will cause breasts to rise up in protest.

The unexpectedly candid approach to such a sensitive subject wants to draw the attention of the entire country. Breasts are not portrayed as potential time bombs; instead they are cast as positive reminders. In the campaign the breasts of Holland use their own way of telling us PinkRibbon magazine is in the shops.Not Buying PinkRibbon will lead to an uprising of breasts.

The sales record of 2005 was beaten by 20%. A total of 98.000 magazines were sold.The varying executions added up because the creative idea was surprisingly and consistently translated to all media.All this with no budget. All participants volunteered. No investment, only good will.