| Title | LOOK AT THE BREAST |
| Brand | THE BREAST CANCER RESEARCH FOUNDATION |
| Product / Service | THE BREAST CANCER RESEARCH FOUNDATION |
| Category | B04. Use of Ambient Media: Large Scale |
| Entrant | HAVAS SHANGHAI, CHINA |
| Idea Creation | HAVAS SHANGHAI, CHINA |
| Media Placement | HAVAS SHANGHAI, CHINA |
| Media Placement 2 | SHINEWORKS Shanghai, CHINA |
| Production | SHINEWORKS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Ben Sun Erihei | Havas Worldwide Shanghai | Chief Creative Officer |
| Shangyong Yang | Havas Worldwide Shanghai | Executive Creative Director |
| Jack Xuan | Havas Worldwide Shanghai | Creative Director |
| Kiddy Wang | Havas Worldwide Shanghai | Copywriter |
| Emily Liu | Havas Worldwide Shanghai | Copywriter |
| Lyon Liao | Havas Worldwide Shanghai | Art Director |
| Hanmin Ming | Havas Worldwide Shanghai | Art Director |
| Will Yang | Havas Worldwide Shanghai | Art Director |
| Roc Wong | Havas Worldwide Shanghai | Art Director |
| Jinyu Li | Shineworks Shanghai | Director |
| Koko Huang | Shineworks Shanghai | Producer Director |
| Coco Dai | Shineworks Shanghai | Producer Director |
| Pingyi Fang | Shineworks Shanghai | Director Of Photography |
| Suqiang Zhang | Shineworks Shanghai | Cameraman |
| Bolin Li | Shineworks Shanghai | Cameraman |
| Zhenghua Wong | Shineworks Shanghai | Producer |
| Xuefeng Sun | Shineworks Shanghai | Producer |
| CC Wang | Shineworks Shanghai | Producer |
| Bobby Yang | Shineworks Shanghai | Producer |
| Marshal Chen | Shineworks Shanghai | Assistant Director |
| Fang Wang | Shineworks Shanghai | Editor |
| Mark Ma | Shineworks Shanghai | Assistant Editor |
| Chang Ching Chung | Shineworks Shanghai | Lighting |
| Huaisuo Zhao | Shineworks Shanghai | Lighting |
We used famous paintings to avoid censorship and demonstrate the serious consequences of breast cancer. We repainted 52 pieces of world famous masterpieces to show unhealthy breasts and the breasts with post-mastectomy scarring. An exhibition was held to display these oil paintings. When people looked at famous paintings, they also looked at breast cancer. In a legal way, the art became our media to publicize the awareness of this disease.
We used famous paintings to avoid censorship and demonstrate the serious consequences of breast cancer. We repainted 52 pieces of world famous masterpieces to show unhealthy breasts and the breasts with post-mastectomy scarring. An exhibition was held to display these oil paintings. When people looked at famous paintings, they also looked at breast cancer.
These paintings made more than 56000000 women pay attention to breast cancer. TV, newspaper, radio, blogs, social media talked about our project. After this campaign, the number of women who applied for mammograms went up 370% in the first month.
We used famous paintings to avoid censorship and demonstrate the serious consequences of breast cancer. We repainted 52 pieces of world famous masterpieces to show unhealthy breasts and the breasts with post-mastectomy scarring. An exhibition was held to display these oil paintings. When people looked at famous paintings, they also directlylooked at breast cancer. In a legal way, the art became a direct way to publicize the awareness of this disease.
Since female nudity has been banned in social media, the awareness of breast cancer is difficult to spread widely. But famous nude painting could be seen and widely publicized by society in a legal way. So we repainted 52 pieces of world famous masterpiece to demonstrate the serious consequences of breast cancer. This avoids censorship. When people looked at famous paintings, they also looked at breast cancer. In a legal way, the art became our media to publicize the awareness of this disease.