The One Show
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Category
Experiential / Immersive / Events
Annual ID
OS23_HW010S
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: 21
Silver Pencil
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
Producer
Agustina Perez Ponce
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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