What’s the problem?
CoppaFeel!, the breast cancer charity aimed at younger people, asked us to create a campaign to encourage young women to get to know their boobs better. And hopefully save a few lives along the way. The challenge was to create a fun campaign that would cut through all the understandably serious breast cancer charity messages people are familiar with. Delivered with virtually no budget.
...what people value
We’d already started to encourage young women to start a relationship with their boobs by giving them nicknames, through a poster campaign called ‘Hello Boobs’ – a pastiche of the iconic Wonderbra poster. But we now decided we needed something bigger to spread our message. Given the seriousness of the cause, our idea was fun, edgy and unusual. Executed in a way that really hit home with the target audience. So we needed something to stand out. The answer? 3D boobs.
The creative innovation
We created a 96-sheet poster featuring the world’s first Augmented Reality 3D boobs. People could interact with them, by adding their own nicknames to share on social networks. And also find out how to check their own boobs for any signs of cancer. Believing in our idea and the cause, our media partners negotiated 300 sites of free outdoor media space. And AR specialists helped us develop the app free too.