Hospital de Câncer de Barretos: Breasts

If it takes too long to find it, it may be too late.

Advertising Agency: MatosGrey, São Paulo, Brazil
Creative Directors: Silvio Matos
Art Director: Guto Kono
Copywriter: Silvio Matos, Fabio Leão
Illustrator: Guto Kono

April 2008


ackattak's picture
396 pencils

Very smart. I like! I'd like it more if I could find the damn word though...

A.G. Pennypacker's picture
A.G. Pennypacker
607 pencils

You just made a strong argument for leaving it exactly the way it is.

dcgroppo's picture
239 pencils

Concept DONE!!

Is in the Clio Shortlist.

In english: The sooner the better.

(Execution is nice)

Banner2k5's picture
551 pencils

what? are you actually insane.

ivan's picture

It's pretty far, except that it also alphanumerical characters on a beige background. ;)

andreis's picture
285 pencils

you are retarded


nemesis's picture
765 pencils

I like 'em all, but I like the execution without a shape better.

Pombooie's picture
407 pencils


I agree the concept thought is similar, but execution is exceptionally clever and engaging. Might I be so bold as to suggest, that rather that continue with your abrupt, onery, unhelpful and uninspiring comments, you try being a tad more positive. I understnad that you may be feeling creatively threatened by so much outstanding work, but it's best not to show it; rather like your work really.

adbug's picture
20 pencils

simple and very nice!

the Pun-isher's picture
the Pun-isher
228 pencils

Sorry peeps, but this has been done before. Tried finding the link but no such luck yet

j4son's picture
266 pencils

done before by henderson advertising,somehow this is better,

wert's picture
77 pencils

DCGROPPO im afraid you are confused.

JediByKnight's picture
184 pencils

this is a straight rip-off of a classic ad.

i don't have the link, but we all would have seen it.

you'll find it featured in cutting-edge advertising, by jim aitchison. page 17. henderson advtg., greenville, south carolina. client - charter regional medical centre.

the headline said, "can you find the lump in this breast?"

the visual was a copy typographically designed to look like a breast. the copy ended with "the period at the end of the sentence was slightly larger than the rest."

the other executions in this series are just different body parts, but with the same thought.

overall, this is a really old idea.

i hate creative people who go far back in time to come up with 'new' ideas.

this shit stinks.

andreis's picture
285 pencils

there is a difference in "being inspired" and a "straight rip-off"... learn your shit boi


JediByKnight's picture
184 pencils

take a look at the ad i'm talking about 'BOI' and then reply.

JediByKnight's picture
184 pencils

take a look at the ad i'm talking about 'BOI' and then reply.

and isn't 'inspiration' just a kinder word for 'ripped-off'????

andreis's picture
285 pencils

"and isn't 'inspiration' just a kinder word for 'ripped-off'????"

maybe in India it is....


rcantalice's picture
37 pencils

and what in the world makes you think they saw this?
Just because it was done before it doesn't mean that is a rip-off. Even when the "before" is something that only a few people have seen, from a agency that only a few people know.

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