Macma DM Ad lump by TBWA\ Buenos Aires

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Ad lump

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Industry Charities, Foundations, Volunteers, Against Cancer
Media Direct marketing
Market Argentina
Agency TBWA\ Buenos Aires
Executive Creative Director Guillermo Castaneda, Juan Cruz Bazterrica
Creative Director Fernando Serra, Nicolás Centroni
Art Director Nicolas Alvarez
Released June 2016

Awards

El Ojo Festival 2016
Gráfica Formatos no convencionales Bronce

Credits & Description

Brand: MACMA
Media: DM
Category: Public Interest, NGO
Agency: TBWA
Geo: Argentina
Alternative Title: Bulto En El Aviso
MACMA: Ad lump
Advertising Agency: TBWA\Buenos Aires, Argentina
Chief Creative Officer: Pablo Poncini
Executive Creative Directors: Juan Cruz Bazterrica, Guillermo Castañeda
Creative Directors: Nicolas Centroni, Fernando Serra
Art Director: Nicolas Alvarez
Photographer / Digital Artist: Lucila Blumencweig
TBWA, Buenos Aires created this direct marking campaign which featured in the women's magazine with the largest following in Argentina for MACMA. The double page 'Ad Lump' showed a naked woman's torso, which readers would find a lump on one of the breasts. Once pealed off, a message appeared from MACMA with a guide to perform a routine breast self exam check.