D&AD London

ABOUT

Traditional customs meant that Lebanese women rarely talked openly about their bodies. However, their respect for tradition presented a different opportunity to encourage conversation, by drawing on one of the oldest customs in the world: baking bread. The Bread Exam is a recipe video in which a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressing dough. The gestures are shown without a single mention of breasts, transforming an intimate subject into an acceptable, everyday experience.

AWARDS

D&AD Award - Graphite Pencil
D&AD Award - Wood Pencil
D&AD Award - Yellow Pencil/White pencil

MADEIT CREDITS

  • Lebanese Breast Cancer FoundationClient
  • Adrian BotanChief Creative Officer
  • Anne-Sophie GuerinCopywriter
  • Arnaud LemensProducer
  • Benjamin HomsyCopywriter
  • Camille GhosseinAccount Manager
  • Caroline DeGénisPost Producer
  • Cedric AstrellaExecutive Creative Director
  • Cédric VanhoutteGlobal Business Director
  • Claire PaillotSound Producer
  • CraftProduction Company
  • Danielle RizhallaDirector
  • Eloi AsselineChief Executive Officer
  • Etienne PhilippeDesigner
  • Farah El FeghaliCopywriter
  • Flora SagnesArt Director
  • Isabelle CrechetSound Producer
  • Jean PaoliSenior Strategist
  • Jessica MezoelaCommunity Manager
  • Karim VictorinDesigner
  • Kathrine BradleyProject Lead
  • Malek HosniDirector / Photographer
  • Marina AbdallaProject Coordinator
  • Minerva SosaSoriaStrategic Planner
  • Nathalie MaisonnaveAccount Director
  • Olivier VehertSound Engineer
  • Pierre-Jean BernardChief Digital & Marketing Officer
  • Sakeena AmjadArt Director
  • Salomé LhoteAccount Manager
  • Sonia PresneArt Director
  • Tugce SezerStrategist
  • Guy SwimerExecutive Creative Director
  • Publicis ProProduction Company
  • McCann HealthAdvertising Agency
  • Satellite my loveProduction Company
  • ALAIN DIBExecutive Producer
  • Matthieu TombarelleProducer
  • D&AD
  • Erik BertinDeputy Head of Strategy
  • Parrus DoshiStrategic Director
  • McCann ParisAdvertising Agency
  • Guy LewisCreative Director
  • Danielle RobertsonAccount Lead
  • Sebastien BoutebelExecutive Creative Director
  • Mateo FernandezCreative Director
  • Deborah GuepeyLead Public Relations Manager
  • Elise DécultotStrategist

Who liked - The Bread Exam