Guy Swimer
Copywriter
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.
MADEIT CREDITS
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Lebanese Breast Cancer FoundationClient
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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 -

Elise DecultotStrategist -

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