| Title | PIMPLE |
| Brand | BREAST CANCER FOUNDATION |
| Product / Service | BREAST CANCER AWARENESS |
| Category | A01. Creative Effectiveness |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Entrant Company: | DDB GROUP SINGAPORE, SINGAPORE |
| Advertising Agency: | DDB GROUP SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Neil Johnson | Ddb Group Singapore | Chief Creative Officer |
| Joji Jacob | Ddb Group Singapore | Group Executive Creative Director |
| Thomas Yang | Ddb Group Singapore | Creative Director |
| Joji Jacob/Khairul Mondzi | Ddb Group Singapore | Copywriter(S) |
| Thomas Yang/Andrea Kuo | Ddb Group Singapore | Art Director(S) |
| Allan Ng | The Republic Studios | Photographer |
| Andy Yang | Illustrator | |
| Dominic Lee/Ling Kai Ng | Ddb Group Singapore | Account Supervisor(S) |
| Rowena Bhagchandani | Ddb Group Singapore | Account Manager |
| Agnes Teo | Digitalis | Digital Imaging |
BCF Singapore wanted to encourage women, especially the younger ones, to go for regular breast screening as the first line of defence against breast cancer. Based on insight that women are fixated with life’s trivial matters, like pimples or bad hair days, the idea of ‘Are you obsessed with the right things’ was born. Delivered in the provocative form of body art, the campaign broke new grounds in social buzz and earned media in local and international press. It became the de facto breast cancer prevention campaign and made women, young and old, think twice about things that truly matter.