London International Awards
2022 Winners and Finalists
Silver
Pharma & Medical
Education and Services
Entrant: | DAVID Buenos Aires, Buenos Aires |
Brand: | MACMA |
Title: | "The Art of Self Examination" |
Corporate Name of Client: | MACMA |
Client President: | Maria Paula Castillo |
Senior Client Brand Managers: | Irene Marcet/Marta Mattiussi/Susana Gentile/Elba Torrado/Paola Albornoz |
Agency: | DAVID Buenos Aires, Buenos Aires |
Global Chief Creative Officer: | Pancho Cassis |
Executive Creative Directors: | Nicolas Vara/Ignacio Flotta |
Creative Director - Art: | Nicolas Rudy |
Creative Director - Copy: | Emiliano Adam |
Senior Copywriter: | Juan Pablo Tyrer |
Senior Art Director: | Johann Hotz |
Agency Head of Production: | Jimena Oliva |
Senior Agency Producer: | Agustina Perez Ponce |
Agency Managing Director: | Emanuel Abeijon |
Agency Group Account Director: | Justina Lioy Lupis |
Agency Account Director: | Maria Giaimo |
Agency Account Team: | Eugenia Iglesias |
Production Company: | Poster, Buenos Aires |
Director: | Dana Campanello |
Senior Executive Producer: | Mariano Echarri |
Director of Photography: | Romina Ferreyra |
Post-Producers: | Lucia Lamboley/Tamara Giambastiani |
Editors: | Federico Zaragoza/Melina Diamante |
Colorist: | Anahí Piccinin |
Sound Design Company: | Papapost, Buenos Aires |
Music Production Company: | Papamusic, Buenos Aires |
Description:
During March, MACMA (an NGO dedicated to raising awareness about breast cancer) presented the interactive exhibition “the art of self-examination” at the prestigious Isaac Fernández Blanco Museum of Hispanic-American art in the city of Buenos Aires. Unlike conventional art shows, the initiative invited visitors to touch the museum's pieces with the goal of learning how to recognize possible breast cancer symptoms through palpation.
The creative idea was based on a publication from the British medical journal the lancet and on the work of dr. Liliana Sosa, who collaborated in this project, where graphic signs of a probable breast cancer were detected in the breasts of models portrayed in the paintings done by Rembrandt, Rubens and Rafael.
The idea was to hold an exhibition in which visitors could discover through touch in 3 specially intervened works the symptoms of a possible breast cancer.