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.

2023 One Show - Experiential & Immersive

The Art of Self Examination

Agency DAVID / Buenos Aires

Client MACMA

Category

Events / In-Person

Annual ID

OS23_EX024B

About the Work

DURING MARCH, MACMA (AN NGO DEDICATED TO RAISING AWARENESS ABOUT BREAST CANCER) PRESENTED THE INTERACTIVE EXHIBITION “THE ART OF SELF-EXAMINATION” AT THE PRESTIGIOUS ISAAC FERNÁNDEZ BLANCO MUSEUM OF HISPANIC-AMERICAN ART IN THE CITY OF BUENOS AIRES. UNLIKE CONVENTIONAL ART SHOWS, THE INITIATIVE INVITED VISITORS TO TOUCH THE MUSEUM'S PIECES WITH THE GOAL OF LEARNING HOW TO RECOGNIZE POSSIBLE BREAST CANCER SYMPTOMS THROUGH PALPATION. THE CREATIVE IDEA WAS BASED ON A PUBLICATION FROM THE BRITISH MEDICAL JOURNAL THE LANCET AND ON THE WORK OF DR. LILIANA SOSA, WHO COLLABORATED IN THIS PROJECT, WHERE GRAPHIC SIGNS OF A PROBABLE BREAST CANCER WERE DETECTED IN THE BREASTS OF MODELS PORTRAYED IN THE PAINTINGS DONE BY REMBRANDT, RUBENS AND RAFAEL. THE IDEA WAS TO HOLD AN EXHIBITION IN WHICH VISITORS COULD DISCOVER THROUGH TOUCH IN 3 SPECIALLY INTERVENED WORKS THE SYMPTOMS OF A POSSIBLE BREAST CANCER.

2023 Awards

Total Points: 9

Credits

Agency

DAVID / Buenos Aires

Client / Brand

MACMA / Capital Federal

Art Director

Johann Hotz

Copywriter

Juan Pablo Tyrer

Chief Creative Officer

Pancho Cassis

Creative Director

Emiliano Adam
Nicolas Rudy

Executive Creative Director

Ignacio Flotta
Nicolás Vara

Account Director

Maria Giaimo

General Account Director

Justina Lioy Lupis

Head Of Production

Jimena Oliva

Managing director

Emanuel Abeijón

Responsible for MACMA

Marta Mattiussi

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