MACMA and DAVID Buenos Aires show the true power behind machine-generated life
The work by DAVID Buenos Aires and MACMA, the Argentine non-profit organisation dedicated to support women with breast cancer, continues this time with an intriguing campaign built around a surprising statement.
The campaign attracts by calling women’s activities, such as a song for a baby, a video of a woman swimming and pottery being moulded, “machine-generated”. The reveal is that a mammogram allowed women to produce them by detecting breast cancer.
“Together with MACMA, we always seek to create high-impact campaigns to try to escape the commonplaces of the category. This time, we wanted to take advantage of the fascination towards the potential that machines have to generate wonderful things to remind the world of the existence of a not-so-new machine but one that generates hope for millions of women around the world – the mammogram,” stated Nicolás Vara and Ignacio Flotta, CCOs at DAVID Buenos Aires.
“Even today, the mammogram is the most reliable technology for detecting breast cancer at an early stage. That’s why, at MACMA, we believe it is essential to encourage women to have regular check-ups, as 9 out of 10 cases detected early are curable,” added Paola Albornoz, MACMA’s communications manager.
The campaign, that coincided with International Health Day, adds to a body of great work DAVID Buenos Aires and MACMA, that includes Manboobs and The Art of Self-Examination.
The full campaign includes TV and online spots, print and outdoor ads.
Credits:
Client: MACMA
Client Team: Marta Mattiussi & Analia Boccassini
Agency: DAVID Buenos Aires
Partner & Global CCO: Pancho Cassis
Global COO: Sylvia Panico
CCOs: Nicolas Vara, Ignacio Flotta
Head of Production: Jimena Oliva
Regional Managing Director: Emanuel Abeijon
Group Account Director: Justina Lioy Lupis
Account Director: María Giaimo
Global PR Director: Sandra Azedo
Production Company: Poster Films
Director: Dana Campanello
Managing Director: Mariano Echarri
Executive Producer: Georgina Orellana
Producer: Tobias Salazar
AD: Loli Montes
DoP: Sofia Lizzoli
Post Director: Lucia Lamboley
Music Production: PAPAMUSIC
Media Agency: PHD
