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2022 One Show - Cultural Driver

The Bread Exam

Agency McCann / Paris

Client Spinneys + Lebanese Breast Cancer Foundation


Cultural Driver

Annual ID


About the Work

Tradition prevented Lebanese women from talking openly about their bodies, so 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. So we used this 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 pressing dough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience. The original Bread Exam video was released on social media during Pink October (4th). The recipe was also available via more traditional touch points: on Spinneys’ packs of flour, on bread wrappers and demonstrated live in souks and Spinneys stores. Soon after, the recipe expanded to the Middle East via a Jordanian influencer (Manal Alalem), before spreading to Europe on World Cancer Day (4th February) as influencers in Turkey, Germany and the UK shared their own Bread Exams, reaching millions of women around the world. An Instagram reminder even told women to keep self-checking every month. Thanks to baking, self-checking went from a taboo to a tradition, providing women with a brand new ritual: 86% declared that from now on baking will always remind them to self-check.

2022 Awards

Total Points: 45



McCann / Paris
McCann Health / London
McCann Worldgroup Germany / Düsseldorf
FP7 McCann / Dubai

PR / Marketing Agency

Weber Shandwick / Neuilly-sur-Seine
Rowat PR / Beirut
Weber Shandwick UK / London
Weber Shandwick MENA / Istanbul

Client / Brand

Lebanese Breast Cancer Foundation / Beirut
AUB Medical Center / Beirut
Slow Food Beirut / Beirut

Production Company

Satellite my love / Paris
Octopus / Paris
Craft Germany / Oberaudorf

Chief Creative Officer

Adrian Botan

Chief Digital Officer

Pierre-Jean Bernard

Creative Director

Mateo Fernandez
Guy Lewis

Director of Photography

Malek Hosni

Executive Creative Director

Cedric Astrella
Guy Swimer
Sebastien Boutebel

Executive Producer

Alain Dib

Account Director

Nathalie Maisonnave

Strategy Director

Parrus Doshi

Account Lead

Danielle Robertson

Account Manager

Camille Ghossein
Salomé Lhote


British Islamic Medical Association / London


Eloi Asseline

Community Manager

Jessica Mezoela

Deputy General Manager in charge of Strategy

Erik Bertin

Post producer

Caroline De Génis

PR Senior Manager

Deborah Guepey

Project Coordinator

Marina Abdalla

Project Lead

Kathrine Bradley

Senior Strategist

Jean Paoli

Sound Engineer

Olivier Vehert

Sound Producer

Claire Paillot
Isabelle Crechet

Strategic Planner

Minerva Sosa Soria

VP, Global Business Leader

Cedric Vanhoutte

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