The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Utility
Annual ID
OS22_IN011S
About the Work
A worrying effect of this pandemic is the delay in exams for diagnosis of breast cancer:
-6 out of 10 women cancelled their doctor's appointments.
-It is expected a 30% increase in breast cancer cases over the next decade.
-More than 60k new cases this year.
-The self-exam does not replace a medical assessment and exams like the mammogram. But represents a relevant step for early diagnosis. The sooner it is discovered and treated, the chances of cure are 95%.
JnJ had to be modern and popular, so it was decided to use one tool that is always on women's hands: filters.
But unlike the other filters, the Self-exam Filter is an Instagram filter that teaches women how to do a breast self-exam by learning the step-by-step on their own body. That is, a filter not to be posted, but do be used for women's self care.
JnJ had to be modern and popular, so it was decided to use one tool that is always on women's hands: filters.
But unlike the other filters, the Self-exam Filter is an Instagram filter that teaches women how to do a breast self-exam by learning the step-by-step on their own body. That is, a filter not to be posted, but do be used for women's self care.
With this technology, the mobile display becomes a mirror where a projected animation guides the right movements on the right spots of the breast.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Wunderman Thompson / São Paulo
Client / Brand
Johnson & Johnson
Art Director
Leticia Rodrigues
Copywriter
Heloisa Ribeiro
Chief Creative Officer
Keka Morelle
Creative Director
Ana Cavalcanti
Nicolas Romano
Account Director
Ticiana Gomes
Head of Production
Michel Gubeissi
Media
Isadora Alduini
Luiza Camara Valente
Nathalia Nobrega
Rodrigo Castro
Soraia Lima
Vittoria Zinga
Kellvyn Rios
Planner
Bruno Pirim
Account Management
Andressa Tamburini
Isabela Roge
Mariana Nadler
Client Approval
Isabella Maimone
Luiza Schwartz
Mariana Martin
Gustavo Aguiar
Content Manager
Raquel Miranda
CSO
Stella Pirani
Head of Media
Stella Lopes
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