| Title | PEEPZ |
| Brand | HAYMARKET |
| Product / Service | STUFF MAGAZINE |
| Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
| Entrant | Y&R SINGAPORE, SINGAPORE |
| Entrant Company | Y&R SINGAPORE, SINGAPORE |
| Advertising Agency | Y&R SINGAPORE, SINGAPORE |
| Advertising Agency 2 | UDKU Sydney, AUSTRALIA |
| Advertising Agency 3 | VML Kansas City, USA |
| Name | Company | Position |
|---|---|---|
| Farrokh Madon | Y&R Singapore | Chief Creative Officer |
| Alex Lim | Y&R Singapore | Creative Director |
| Katherine Khor | Y&R Singapore | Art Director |
| Choo Chee Wee | Y&R Singapore | Art Director |
| Jasphine Chew | Y&R Singapore | Art Director |
| Farrokh Madon | Y&R Singapore | Copywriter |
| Kelvin Leong | VML Singapore | Lead Developer |
| Nyi Nyi Thin | VML Singapore | Developer |
| Dino Yen | VML Singapore | Developer |
| Soon Tong | Calibre | Photographer |
| Nick Pan | VML Singapore | Planning Director |
| Nun Klongboonjit | VML Singapore | Project Manager |
| Kevin Aw | Miracle Factory | Retoucher |
| Fabian Tan | Iceberg Design Pte Ltd | Producer |
| Neo Rui Xin | Iceberg Design Pte Ltd | Editor |
• 13,800 copies were sold. • We achieved a target audience reach of 46%. • We managed to turn a man's favorite pastime into an effective tool against breast cancer.
We created a provocative ad that invited men to download an image recognition app for $1, in order to look behind the bikini of a voluptuous model. Upon doing so, they would see a close-up of a breast cancer lump the naked eye can’t see. They are taught how to detect the early signs of breast cancer in their partners. They are then thanked and told that their $1 would go to a fund providing free mammograms for needy women.
Stuff Magazine wanted a unique way to educate men about breast cancer. Since men love breasts, we decided to use this insight as a hook to draw them in to receive our message.