Champagne Louis Roederer
The Choreography
Gilead
Pink Pause
Capture the under-40 audience with striking 3D visuals, turning waiting time into an opportunity for prevention across France."
Context
At 20, 30, or 40 years old, breast cancer affects all women. Over 61,000 new cases of breast cancer are diagnosed every year. When detected early, it is curable in 9 out of 10 cases. However, 39% of women between the ages of 18 and 35 feel they are not well-informed about how to monitor their breasts. Additionally, 70% of women aged 24 to 35 have already postponed or canceled gynecological care (screenings, check-ups).
Problem statement
How can we raise awareness among all women about the importance of breast self-exams?
Our Idea
Raise awareness by engaging young women through a campaign that leverages their codes and habits, capturing their attention and helping them feel connected to the issue of breast cancer. Establish a lasting reflex by encouraging the learning and regular practice of breast self-exams in their daily lives.
The campaign
Creations
A vibrant, colorful, and organic 3D campaign with visuals that seem to burst out of their frames, designed to catch the attention of young women in situations of forced waiting (bus stops, social media, free press like 20 Minutes). The goal is to turn every waiting moment into an opportunity for prevention through educational content provided by the Jeune & Rose association.
Mediums
A national campaign deployed in all the places where women spend time waiting, both physically and digitally. We took over bus stops, kiosks, digital billboards across France, the front page of 20 Minutes, and online platforms such as TikTok, Instagram, and YouTube pre-roll ads. The results were outstanding, with over 10 million women reached, 94% of whom reported feeling encouraged to perform breast self-exams.
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