Art Against Breast Cancer

Creative idea

Hungary has the number one highest mortality rate for breast cancer in the European Union. Regular self-examination is crucial for early detection, but only 0,6% of women perform it regularly. Judit Virág Gallery, an instituion famous for its prestigious collection of paintings featuring nude women, wanted to help. Together with Pink Ribbon Hungary, they created an AR experience within the gallery where 3 famous nude paintings come alive in the devices and show visitors how to self-examine breasts. Health influencers and TV news spread the word about the exhibition. Every 14th person was reached by the campaign.

Brand name: Judit Virag Gallery
Advertiser / client: Judit Virag Gallery
Product / service: Judit Virag Gallery
Campaign name: Art Against Breast Cancer
Agency network: DDB WORLDWIDE
Agency: DDB Budapest
Additional company: Artivive
Creative director: Karolina Galácz, Zsolt Balogh
Art director: Emese Gillotte
Copywriter: Dorottya Tóth
Agency producer: Zsófia Maul
Digital production: Udeme Etentuk
Additional company: Art Consultant: Róza Szilágyi