THE BREAST CANCER SCREENINGS

Short List
TitleTHE BREAST CANCER SCREENINGS
ClientSKY TELEVISION NEW ZEALAND
Product / ServiceRIALTO CHANNEL
CategoryA02. Applied Innovation
EntrantDDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
PR MANGO Auckland, NEW ZEALAND
Additional Company RIALTO CHANNEL Auckland, NEW ZEALAND
Additional Company 2 NEW ZEALAND BREAST CANCER FOUNDATION, NEW ZEALAND
Additional Company 3 ASCENDANT DX Springdale, USA

The Campaign

Nothing exemplifies the power of a good movie like its ability to makes us cry. So we decided to show just how powerful the effect of a good movie could be. We had Rialto partner with researchers and The Breast Cancer Foundation to create ‘The Breast Cancer Screenings’. A research event, in a cinema, playing Rialto films designed to make women cry, with researchers on hand to collect their tears. In combining two things that had never been combined before - movies and breast cancer screening - we were able to create a much less painful, much less invasive diagnostic paradigm than mammography.

Creative Execution

We played sad movies, designed to make women cry. When they did, we collected their tears using a Schirmer strip - a device previously used to test for dry eye. These samples were then put on ice and later inserted into the device the researchers had invented - Melody. These samples allowed the researchers to carry out a final round of testing ahead of applying for FDA approval. Researchers are looking at using movies at all future tear collection events.

The device, is projected to be able to save 400000 women's lives a year in the US alone through early detection. The researchers are looking at carrying out the same event across the US when they launch their device So far the samples have allowed the researchers to carry out seven more tests they needed to conduct before applying for FDA approval. Market Opportunity: for IVD estimate at $11-14B in US alone

Researchers recently found tears can be used to detect breast cancer with up to a 90% accuracy rate. These researchers developed a device, Melody, to test people's tears. However, before applying for FDA approval, they needed a sample bank of tears to put the device through a final round of testing. To help them gather these tears we combined two things that have never been combined before - a movie screening and a collection event.

Credits

Name Company Position
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Shane Bradnick DDB Group New Zealand Executive Creative Director
Brett Colliver DDB Group New Zealand Creative Director
Mike Felix DDB Group New Zealand Creative Director
Christie Copper DDB Group New Zealand Creative Director
James Conner DDB Group New Zealand Creative Director
Sylvia Humphries DDB Group New Zealand Copywriter
Jake O'Driscoll DDB Group New Zealand Art Director
Nikki McKelvie DDB Group New Zealand Lead Business Partner
Demi Nielsen DDB Group New Zealand Senior Business Manager
Bella McDonald DDB Group New Zealand Business Manager
Judy Thompson DDB Group New Zealand Executive Agency Producer
Alva Casey DDB Group New Zealand Agency Producer
Jane Mill DDB Group New Zealand Agency Producer
Steve Gulik DDB Group New Zealand Editor
Mark Tretheway DDB Group New Zealand Editor
Dan Partington DDB Group New Zealand Sound Engineer
Liz Knox DDB Group New Zealand Digital Director
Johannes Gertz DDB Group New Zealand Digital Producer
Jason Vertongen DDB Group New Zealand Head of Digital Design
Omid Moghadam Ascendant Dx CEO
David Kirschberg DDB Group New Zealand Digital designer
Sean Brown Mango General Manager
Max Burt Mango Account Manager
Minky Stapleton Minky Stapleton Illustrator
Mat Baker Mat Baker Photography Photographer
Roger Wyllie Rialto Channel General Manager
Van Henderson The New Zealand Breast Cancer Foundation CEO
Adele Gautier The New Zealand Breast Cancer Foundation Research and Communications Manager
Anna Daily Ascendant Dx Chief Scientist