| Title | THE BREAD EXAM |
| Brief | Because tradition prevented Lebanese women from talking openly about their bodies, we had to show them how to perform a self-exam without ever mentioning nor showing breasts. However, they respect these traditions and don’t want to break away from them. We knew we couldn’t overcome this taboo without a deep understanding and respect for tradition. So we used it to our advantage and decided to join forces with one of the oldest customs in the world: baking bread.“The Bread Exam” is a recipe video where a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressingdough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience. This life-saving gesture could then become a monthly ritual for women. |
| Agency |
McCann Paris
|
| Campaign |
The Bread Exam
|
| Advertiser |
Spinneys
|
| Brand |
Spinneys
|
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| Posted | November 2021 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Web Film
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| Market | Subscribers Only |
| Production Company |
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| Sound Production |
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