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ANDY Awards

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
PostedApril 2022
Business Sector Department Stores, Supermarkets
Media Type Others
Length
AI Description The ad, titled 'The Bread Exam,' by Spinneys and McCann Paris in 2022, creatively raises awareness about breast cancer in Lebanon by using a traditional bread-making process as a metaphor for self-examination. It highlights cultural taboos that prevent open discussion on women's health. Middle-aged women, dressed in traditional clothing, demonstrate how kneading dough can mimic the gestures needed for a breast self-exam. The emotional dialogue showcases Lebanian women expressing their fears and societal barriers around the topic. The ad emphasizes empathy and community, using familiar cultural practices as tools for education and empowerment. The campaign went viral, reaching international media, and gained praise from the Lebanese President.
Executive Creative Director Cédric Astrella
Chief Creative Officer McCann Europe Adrian Botan
Creative Excellence Manager McCann Europe Carmen Bistrian
Director of Communications, UK & Europe Jessica Bayat
Creative Director Guy Lewis
Associate Creative Director Mateo Fernandez
Art Director Sonia Presne
Art Director Flora Sagnes
Copywriter Anne-Sophie Guerin
Copywriter Farah El Feghali
Copywriter Benjamin Homsy
Motion Designer Etienne Philippe, Karim Victorin
VP, Global Business Leader Cédric Vanhoutte
Account Director Nathalie Maisonnave
Account Manager Salomé Lhote, Camille Ghossein
Deputy General Manager in charge of Strategy Erik Bertin
Strategic Planners Tugce Sezer, Minerva Sosa Soria
Head of digital Pierre-Jean Bernard
Community Manager Jessica Mezoela
TV producers Arnaud Lemens, Matthieu Tombarelle
Post producer Caroline De Génis
Sound producer Isabelle Crechet
Production Agency Satellite My Love
Executive Producer Alain Dib
Associate Producer Omar Cabbabe
Film Director Danielle Rizhalla
DOP Malek Hosni
Sound Production Octopus Productions
Producer Claire Paillot
Sound Engineer Olivier Vehert
Production coordinator and President of Slow Food Beirut Barbara Massaad
Agency McCannN Health London
Executive Creative Director Guy Swimer
Creative Sakeena Amjad
Account Lead Danielle Robertson
Strategy Director Parrus Doshi
Project Lead Kathrine Bradley
Project Coordinator Marina Abdalla
Agency FP7 MCCANN DUBAI
Regional Executive Creative Director Fouad Malak
PR Weber Shandwick France
CEO Eloi Asseline
Senior Strategist Jean Paoli
Strategist Elise Décultot
PR Senior Manager Deborah Guepey
PR Weber Shandwick London
Managing Director, Consumer Kate Sarginson
Account Director, Consumer Rosanna Sacks
Senior Account Executive, Consumer Jessica Brand
Senior Project Manager Zahra Anjari
Executive Creative Director Steve Back
Agency MCCANN WORLDGROUP GERMANY
CCO McCANN Worldgroup Germany Götz UImer
McCANN Worldgroup Germany Jerome Cholet
McCANN Worldgroup Germany Karin Stelzner
CRAFT Germany Michael Koch,
CRAFT Germany Matthias Miemczyk
PR Weber Shandwick Turkey
Director, Client Experience Aycin Noyan
Account Director, Client Experience Hande Hazinedaroglu
Manager, Client Experience Begum Tosun
PR Agency Lebanon Rowat Public Relations (RPR)
Managing partner Mark Daou
Media Relations Director Ms Eliane Sahyoun
Influencer Relations Manager Raya Boutros
Account executive Jad Oueini