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Creative Award
New York, United States
Spinneys - "The Bread Exam" by ANDY Awards 2022

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TitleThe Bread Exam
Agency
Campaign The Bread Exam
Advertiser Spinneys
Brand Spinneys
Date of First Broadcast/Publication 2020
Business Sector Department Stores, Supermarkets
Story Because tradition prevented Lebanese women from talking openly about their bodies, we had to show them how to perform a self-exam without ever mentioning nor showing breasts. However, they respect these traditions and don’t want to break away from them. We knew we couldn’t overcome this taboo without a deep understanding and respect fortradition. So we used it to our advantage and decided to join forces with one of the oldest customs in the world: baking bread.“The Bread Exam” is a recipe video where a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressingdough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience. This life-saving gesture could then become a monthly ritual for women.
Media Type Case Study
Length
Market Lebanon
AI Description "The Bread Exam" is a compelling campaign by Spinneys, designed to break the taboo surrounding breast self-examinations in Lebanese society. The concept utilizes the art of traditional bread-making to convey crucial self-exam techniques in a culturally sensitive manner. Through engaging visuals and a peaceful, instructive tone, the ad features the respected baker Um Ali, who demonstrates kneading dough in a way that parallels the steps of a breast self-exam. This creative approach fosters an atmosphere of comfort and community, teaching women how to incorporate life-saving practices into their everyday routines without directly addressing breasts, thus respecting cultural values. The campaign has been widely shared on social media and praised for its innovative use of tradition to spread awareness, bringing attention to the issue of late-stage breast cancer diagnosis in Lebanon.
Production Company
Sound Production
Executive Creative Director
Executive Creative Director
Regional Chief Creative Officer
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Art Director
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