Campaign: Everybody Loves Boobs

WPP company:
DAVID Buenos Aires
Breast Cancer Help Movement (MACMA)


Argentina has the second-highest breast cancer mortality rate in all Latin America. This advert reminded women how important it is to check their breasts regularly and sought to raise money for breast cancer charity MACMA. The advert used humour to grab people’s attention. It replaced nipples with mouths to get round the ban on female nipples on some social media sites that can hamper communication on breast cancer.

Results & Awards:

  • $12m in free media.
  • 158m media impressions.
  • Translated into 19 languages.
  • Cannes Lions 2017: Bronze.
  • Effie Argentina 2017: Silver.
  • 3 - health wellbeing