Breastless Mannequin by Fun Comunicação for Hemat

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Breastless Mannequin

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Industry Against Cancer
Media Film, Direct marketing
Market Brazil
Agency Fun Comunicação
Creative Director Ricardo Tokoi, Nilton Pires
Art Director Ricardo Tokoi, Luis Masarin
Copywriter Nilton Pires, Rafael Aguiston
Production Gomma Filmes
Director Danilo Anoni
Released January 2018

Credits & Description

Alternative titles: Manequim sem seio
Media: Web Film
Category: Health & safety
URL: http://www.hemat.com.br/manequ...
Client: Hemat - Institute of hematology - Laboratory medicine
Agency: Fun Comunicação
Production: Gomma Filmes
Country: Brazil
Digital Director: André Soler
Creative Director: Nilton Pires e Ricardo Tokoi
Copywriter: Rafael Aguiston e Nilton Pires
Art Director: Luis Masarin e Ricardo Tokoi
Production company: Gomma Filmes
Production Co. Art Director: Danilo Anoni
Assistant Producer: Edi Leandro e Matheus Giuliano
Photographer Producer: Heverton Pedro
Planning Director: Alexandre Ribeiro
Client: Hemat
Account Executive: Ricardo Ortega
Synopsis:
With the idea of supporting the Pink October Movement, Hemat Laboratory, located in Sao Jose do Rio Preto, Sao Paulo state, has promoted an intervention in the showcase of a store at the most traditional shopping mall of the city, where a breastless mannequin was placed as if it had a mastectomy, common surgery among women who are undergoing breast cancer treatment. The removal of a breast and the construction of a scar were made by plastic artist Daniela Pinheiro, who embraced the project due to the importance of the cause.