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wp.pl: Magic Boobs

You can try it here. (Press the right button to enter.)

Advertising Agency: Change Integrated, Warsaw, Poland
Creative Directors: Ryszard Sroka, Jakub Korolczuk, Rafał Górski
Art Director: Sunil Nair
Copywriter: Krzysztof Nienałtowski
Designer: Adam Smereczyński
Flash developer: Konrad Grzegorzewicz
Technical director: Maciel Topolski
Photographer: Rafał Rebowski
Editing: Iza Koniarz
Producer: Magda Gierej
Account executives: Basia Grabiwoda, Adam Sosnowski, Marcin Kozłowski
Published: March 2010

33 comments

atb2005's picture
atb2005
13561 pencils

The reason men keep coming back is not because they are eager to learn more about breast cancer, but because they want to play some more with those magic boobs. Sorry, but this campaign is a joke. It also offends me personally as a man, by reducing me to some silly stereotype. I don't need to go to some adult section (?) to "play" in order to educate myself about a serious matter. Sorry Ivan, but you posted this one on purpose. You should also tag it as nsfw (not suitable for work).

Guest's picture
Guest

I like it a lot, it's great. I didn't know it's that easy to do a breast check-up. It's probably the first time I learnt anything useful from porn :) I saw this online a few weeks ago, I got the link on my mail, opened it and...I completely didn't expect the outcome.

Guest's picture
Guest

If you've never learned anything useful from porn, you weren't watching closely enough. I'm just sayin' I agree the the ad is brilliant.

Guest's picture
Guest

Lighten up. The whole purpose was to raise awareness. You cannot deny that they succeeded. You cannot deny that men go to adult sites. They're not going to these sites with the intentions of being advertised to, so their guard is down. When they first interacted with the banner they had no idea they were being advertised to. I'm sure they spent at least a minute on each picture, oblivious to the fact that it was an ad.

A traditional banner placement would have been overlooked. This ad is brilliant. It's a lighthearted incentive with a clever pay-off. You may be offended having seen this ad on adsoftheworld.com, but imagine if you'd seen it in its environment. When men go to these kinds of sites, we are playing right into the silly stereotype. That's why it worked. I'd be willing to bet that after a guy had seen the ad in it's entirety, that the next time he got his hands on his partners boobs, the thought at least crossed his mind to be mindful of lumps.

A serious ad targeted at men about breast cancer might have gotten through to some, but would never have made the same impact as this one. It was about getting their message in the minds of the target, and I feel that they succeeded.

atb2005's picture
atb2005
13561 pencils

I understand that you work for the agency that did this campaign and you are now trying to defend your work (I appreciate your effort(s) to do so). I don't really have much more to say other than the campaign is not only offensive, but also gross. Again, I don't need to visit a porno page to want to educate myself about something as serious as breast cancer (or any other type of cancer). If a man needs this type of incentive to learn about this disease and how it can affect his wife, girlfriend, mother, etc, then he is a moron. And what's with that chick sticking her butt out? Or the other one barely covering her *******. I forgot this was an adult section.

raven's picture
raven
204 pencils

atb, your problem is you're trying too hard to be politically correct. It really makes you sound not too wise. It's ok you don't visit adult websites. I do. I know how to do a breast check-up. You don't. Finito.

Hiperion's picture
Hiperion
3138 pencils

atb2005:
Como familiar de una paciente con cancer de mamá las razones que alegas para tumbar esta campaña me parecen tçipicamente norteamericanas. Esa doble moral hipócrita que tanto os gusta usar como ir dando lecciones de libertad por el mundo cuando ni tan siquiera sois capaces de eliminar la pena de muerte o la pertenencia legal de armamento.
Siempre os ofendeis con las cosas más superficiales, pero nunca con las que realmente importan.
Si necesito que un hombre sea consciente del peligro que corre su pareja si no explora sus senos usaré lo que esté en mi mano para que lo entienda. Si es el drama perfecto, pero hay más caminos y uno es el humor.
Esta campaña es eficaz y molesta a aquellos, que como tú, confunden el humor con la falta de seriedad.

IN ENGLISH:
atb2005:
This campaign is effective and it annoy to those like you, confuse humor with the lack of seriousness.

jsptrck404's picture
jsptrck404
437 pencils

.

| think small |

jsptrck404's picture
jsptrck404
437 pencils

must be lonely all the way up there on your high horse. frankly, who cares if it offends your sensibilities? it's a fair insight, and if it works, it works. so a guy might not come with the express purpose of learning, so what – most probably do. and that's the point. and quite frankly, a healthy wife/partner is more important than your self-important sense of indignation.

| think small |

Critic's picture
Critic
271 pencils

Absolutely right! Matured men don't really need to look for adult section to play or educate themselves. This thing in particular is very common and not to be played around.

Guest's picture
Guest

Video is no longer there.. :(

ivan's picture
ivan

YouTube sucks. I put it on our server now.

Wordnerd's picture
Wordnerd
6658 pencils

this is about breast cancer?!

dsklan's picture
dsklan
1928 pencils

done

capywriter's picture
capywriter
5509 pencils

you can see it here > http://copyranter.blogspot.com/2010/05/nsfw-use-your-mouse-to-play-wit...

It looks somehow funny, but I seriously doubt the effectiveness...

Guest's picture
Guest

they should make one for testicular cancer.

Guest's picture
Guest

Haha, that one would *definitely* be NSFW.

Nguyen Thanh Hai's picture
Nguyen Thanh Hai
105 pencils

The agency claims Edyta "trained" almost 175,000 men in a single week on how to examine their partner's boobies, and that these wank sessions were equivalent to "offline" breast-check training courses.
175 000 involved "training" didn't say anything, we can only see large numbers of men prefer to participate in the women's breasts naughty on internet.

Guest's picture
Guest

Nguyen, you're right, I love to play with this girl's tits and will come again. But now I also know how to check breasts. It's definitely an eye-opener for me.

Guest's picture
Guest

hey guys :) I can see some of you feel uneasy about the campaign.
yes, it's a stereotype , but also a truth - natural law. majority guys like woman and their boobs.
the motive of their visit is not really important - the most important thing was to make them visit the website and exposed them to the information they need to know.
you learn by playing, by experiencing - no matter if you are a kid, or an adult
funny, brave and effective campaign!

Guest's picture
Guest

Hey, philosophers! Did you know about 3 steps of breast examination? No? So now you do. Works. 9/10 (girl could be more pretty)

Guest's picture
Guest

Problematic. Like many of you said, how many of the visitors on the site were actually "educated"? How many were just playing around or merely curious? And the implication that most breast cancer campaigns are stiff and for women only is somewhat BS - a huge chunk of campaigns geared towards young people, both men AND women, are about "saving teh boobiez" and not about saving lives.

uglyduckling's picture
uglyduckling
3 pencils

IMO its a very effective campaign, not that i'm going to check my girlfriends breast next time I see her but simply because I didn't know these techniques to check a breast before seeing this. I don't know if this is the right way to talk about the problem but if it teaches you something you didn't know before, then I believe it's a winner.

tytpol's picture
tytpol
777 pencils

Boobs - 8. Face - 2. Idea - 10.

raven's picture
raven
204 pencils

nice + smart

Guest's picture
Guest

It isn't surprising that men came again and again to watch this. Definitely, not training in breast cancer.
A brilliant, ingenious way I must say to use pornography as a front for a serious cause.
Disgusting, the disrespect to the female body.

Ayjuri's picture
Ayjuri
8 pencils

This is actually quite good

Guest's picture
Guest

Genius!

Guest's picture
Guest

I think its a great idea.

LeroyChristian's picture
LeroyChristian
392 pencils

smart

Guest's picture
Guest

Men like womens breasts, Alert the World, Woman like their own bodies and would like to keep their breasts because they are nice and yes pretty, Men like Women, some Men even love Women, Women apparently tolerate Men enough to want to be attractive in their many wonderful ways and yes breasts are a part of that attraction, thus men are attracted to breasts. I think that is a good thing. I guess woman are attracted to arms and muscle, kinda for the same reason. You don't need them to be attractive, but both are nice. I guess. And while we are at it, both sexes usually are attracted to a little bit of brains. Go figure. Great ad.

Charlie_12's picture
Charlie_12
97 pencils

nice information

Temple's picture
Temple
11014 pencils

This is as terrible as it was one year ago.

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