The Bread Exam

Creative idea

Because tradition prevented Lebanese women from talking openly about their bodies, we had to show them how to perform a self-exam without ever mentioning nor showing breasts.. So we decided to join forces with one of the oldest customs in the world: baking bread. “The Bread Exam” is a recipe video where a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressing dough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience. This life-saving gesture could then become a monthly ritual for women.

Brand name: Spinneys & the Lebanese Breast Cancer Foundation
Advertiser / client: Spinneys Supermakets
Product / service: Flour
Campaign name: The Bread Exam
Agency network: MCCANN WORLDGROUP
Agency: FP7 McCann Beirut, McCann Paris
Additional company: Weber Shandwick Istanbul, Weber Shandwick Paris, McCann Health London, Weber Shandwick London, McCann Frankfurt
Production company: Satellite My Love
Web address: https://fb.watch/56dkXLmZMv/
Executive creative director: Cedric Astrella & Sebastien Boutebel
Creative director: Mateo Fernandez & Guy Lewis
Art director: Sonia Presne & Flora Sagnes
Copywriter: Anne-Sophie Guerin & Farah El Feghali & Benjamin Homsy
Designer: Etienne Philippe & Karim Victorin
Account director (agency): Nathalie Maisonnave
Client account director: Claudine Akiki
Managing director: Cedric Vanhoutte & Charlotte Franceries
Strategic planner / strategist: Tugce Sezer
Film production: Alain Dib & Omar Cabbabe
Director: Danielle Rizkallah
Music: Le Trio Joubran
Agency producer: Mathieu Tombarelle
Post production producer: Caroline de Genis & Isabelle Créchet
Digital strategist: Pierre-Jean Bernard
Additional company: Weber Shandwick Istanbul Weber Shandwick Paris McCann Health London Weber Shandwick London McCann Frankfurt Sound Production: Octopus Productions