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ANDY Awards

Creative Award
New York, United States
MACMA - "MANBOOBS4BOOBS" by ANDY Awards 2017

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TitleMANBOOBS4BOOBS
Agency
Campaign MANBOOBS4BOOBS
Advertiser MACMA
Brand MACMA
PostedApril 2017
Media Type Case Study
Length
AI Description The "MANBOOBS4BOOBS" ad by MACMA, created by the agency DAVID, uses a clever approach to raise awareness about breast cancer self-examinations while bypassing social media censorship. Based in Argentina, the campaign demonstrates self-examination techniques using male chests, highlighting the irony of nipple censorship on platforms like Facebook and Instagram. The ad features a woman instructing on how to perform these checks, using a man's chest as a substitute to avoid censorship issues with female nipples.

The campaign achieved viral success with 48 million views in the first week, substantial impressions on social media, and sparked global media coverage and debate over censorship policies. The ad combines humor and advocacy, encouraging viewers to share the message using "man boobs" to promote a crucial health issue.
Executive Creative Director
Executive Creative Director
Copywriter
Art Director
Head of Production
Agency Producer
Production Company Landia
Executive Producer
Production Company Producer
Director of Photography (DOP)
Editor
Mix Porta Estudio
Music
Account Director
Account Director
Account Executive
Client Responsible
Client Responsible