Revista EVA: Un Cuerpo Sano
A healthy body is your best garment
Always protect it from Breast Cancer"
Advertising Agency: Avance WWP, Tegucigalpa, Honduras
Creative Director: Luis Chinchilla
Art Director / Copywriter: Carlos Cáceres
Published: October, 2012
11 comments
nice photography and layout
Amazing how fast our pupils dilate when we see a beautiful woman's body - BUT funny how most of the women (Inc. in Honduras) in the risk group for breast cancer are not looking anything close like this model.
So how about getting in touch with reality when facing a life threatening issue?
THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL
Hadrons, you made a good point, but would it appealing to you and the target if they use women like the reality? and is it ethical? (I'm saying that out of respect of every women)
Obviously you'll have to change the strategy.
Enough with nude models & tits. The target audience is WOMEN, and most women (at least I hope) aren't turned on by looking at them.
Breast cancer is a tragic, dry and clinical thing. My approach would combine procedural and emotional factors.
Procedural: All the things you as a woman can do to fight it.
Emotional: think about the loved ones that you will leave behind; who will raise your kids, who will console your husband, parents, etc.
Make me (as a woman) move out of my comfort zone - to be proactive.
There is NOTHING sexy about breast cancer, erogenous organs as they may be.
20 gets you 100 Carlos is not a woman.
THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL
perfectly agree, in fact I have never seen a breast cancer ad without breasts
Here is an Australian creative strategy from the early 90's. The brainchild of great Aussie Writer John Bevins... it uncovered the story behind the Rembrandt classic - 'Bathsheba at her bath'. And to great emotional effect.
http://thebravediscussion.com/2011/10/the-story-behind-the-great-maste...
Will Think for Salary
Thank you.
I shared your link in my LinkedIn.
Thank you again.
THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL
:)
Will Think for Salary
There's always this one: http://osocio.org/message/can_you_raise_breast_cancer_awareness_withou...
Nice!
http://allaboutmktg.posterous.com | http://www.twitter.com/javierge
Nice!
http://allaboutmktg.posterous.com | http://www.twitter.com/javierge