After the UnHate Campaign from Benetton, that I posted last week, I bring you a new one from a fundraising event, also created to shock!
As I told you before, Benetton did a pretty good job by using shocking photos that became viral. Every marketer knows that if a brand wants fast awareness, it needs some great idea that will call people’s attention instantly.
Following this suggestion, Rethink Breast Cancer, hoping to advertise their fundraising event – Boobyball (catchy name, by the way…), came up with this:
“Rethink Breast Cancer and their fundraising event, Boobyball needed some serious attention for a budget of about zero. To help get that attention, we used a fitting medium that has never been used before for advertising: women’s breasts. Included in this group of models with headlines on them about the cause are actual breast cancer survivors. People need to talk about breast cancer and this was a way to fuel that conversation. The stunt was on every major news station in Toronto, and in all of the major newspapers. It’s exploding on facebook and twitter as well-in part because of Howie Mandel who was simply walking by. He promptly tweeted the idea to 300,000 people.” CP+B, Toronto – ad agency
What do you think? Like or Dislike?