How do you encourage women to regularly check their breasts?
You do it with a campaign that contrasts things right in front of us all the time, like our smartphones, with things in front of us that we forget to check. Like our breasts.
We rolled out the campaign using #HandsOn to more than sixty markets globally across TV, social, and owned media to considerable success.
I did this project at McCann Paris. My copywriter Bertrand Gruyer and I even got a little cameo in the bridge scene.