Campaign: Manboobs

WPP company:
DAVID Buenos Aires
Movimiento Ayuda Cáncer de Mama (MACMA)


  • 3 - health wellbeing

DAVID Buenos Aires’ campaign for the Movimiento Ayuda Cáncer de Mama (MACMA) shows women how to do a self-examination to detect early breast cancer. The breast check video features an overweight male to highlight the hypocrisy of social media censorship of female breasts.

Results and Awards:

  • 48m views in the first week.
  • 193m media impressions.
  • €17m in free media.
  • 20,000 new followers joined the MACMA website on launch day.
  • Cannes Lions 2016: 1 Lion Grand Prix, 8 Golds, 1 Silver, 1 Bronze.