A COUPON OF HOPE
Using a double-page insert, one side will feature an ad for the CBCF, showing a family picture with the mother missing. On the other page there will be a coupon. When the coupon\'s torn, it will rip all the way across to the other page, revealing the mother in the picture and a message of hope.
by Elma Karabegovic & Cole Rosenberg-Pach
This packaging would be printed on a limited run to be sold in stores for October, Breast Cancer Awareness Month. We would film peoples' reaction to use as content for TV footage and then to extend into social media.
by Emmanuel Torres & Alexandra DeMaria
Magazine ad printed on paper towel, with a perforation running through a paragraph. When a section is torn away, a gentler message remains.
by Graeme Campbell & Cliff Seto
ALWAYS THERE TO HELP
Our print ad is focused on maximizing engagement, connecting emotionally with our female audience, and adding utility. The resulting concept is interactive, memorable, and based in an authentic insight that every woman can relate to. Our piece looks like a typical print ad at first glance, but as the viewer becomes part of the experience, it is revealed to be an effective approach to bringing awareness to our cause, getting our product in the hands of women, and showcasing how Kruger has always supported breasts, in more ways than one.
by Mary Soroka & Matthew Doran
MORE HAPPY TEARS
Thanks to companies like Scotties and their support of the Canadian Breast Cancer Foundation, more women are surviving breast cancer. To show this, we'll create a small pull-out book filled with individual stories of breast cancer survival. And because these emotional stories are likely to inspire tears, we'll print our book on Scotties tissue, letting people know that we're committed to more happy tears by supporting breast cancer research. We'll include this little book in magazines that our target is most likely to subscribe to.
by Anand Iyer & Domenique Raso