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This year marked Pink Ribbon’s 20th anniversary and the 10th year Media.Monks partnered with them to make the campaign. Live in October, international Breast Cancer Month, with the goal to sell 100k bracelets to raise funds for more breast cancer research. Quinty Trustfull, a 15-year-long ambassador, designed the bracelet with a small golden butterfly. Central in our 360-campaign is the power of the butterfly. Quinty’s memory of her mom and a symbol of love and hope. A butterfly is small but has immense power to set things in motion, hence the butterfly effect. This powerful metaphor is at the heart of all assets and linked directly to you when you buy the bracelet. The campaign output was very well received by the client and audience. Selling the bracelet is exceeding their expectations as we speak.