| Заголовок | Bigger than a scar |
| Агентство | Cheil Brazil |
| Кампания | Bigger Than a Scar |
| Рекламодатель | Femama |
| Бренд | Femama |
| Дата первой трансляции/Публикации | 2016 / 4 |
| Бизнес сектор | Информированность о болезнях, группы поддержки и ассоциации |
| философия | For “Bigger Than a Scar”, which launched in 2015, Cheil made women who had mastectomies the stars of the campaign and replaced the traditional Pink Ribbon with a Pink Scar logo. To amplify the campaign, Cheil and Femama tapped into Brazilians’ biggest passion, football. They teamed up with Palmeiras Football Club, which has 5 million female fans, and got the players to enter the grounds before a major match with their badges replaced by the campaign’s Pink Scar. |
| Результат | The campaign gained more than US$10 million in earned media on a zero- dollar investment. More than 40 brands joined the campaign, replacing their own logos with the Pink Scar. Influencers and fans on social media spontaneously replaced their social profile pictures with the Pink Scar, resulting in 100 million impressions online. There was a 500% increase in money raised for breast cancer prevention, compared to previous years. Femama has decided to permanently replace the Pink Ribbon with the Pink Scar as its Pink October symbol. |
| Тип медиа | Анализ ситуации |
| Длина | |
| Главный исполнительный директор (CEO) | Will Jin |
| Управляющий директор | Evandro Guimaraes |
| Исполнительный креативный директор | Sergio Alves |
| Арт-директор | Thiago Gripp |
| Копирайтер | Thiago Gripp |
| Продюсер | Marcos Tsuda |
| Специалист по работе с заказчиками | Celso Gama |
| Медиа-команда | Renato Fachim |
| Медиа-команда | Gabriel Barreto |
| Медиа-команда | Marien Veras |