Women spend more time worrying about trivial things like hair and skin than on issues that could mean life and death. Bearing this in mind, the creative execution took a novel approach – body painting, where life's little things were beautifully illustrated on a model's upper torso using Kryolan grease paint. This gave the optical illusion of how such things take precedence over breast cancer awareness, making the audience think twice about paying attention to what really matters in life.
Agency: DDB Singapore
Creative Directors: Thomas Yang, Joji Jacob
Art Directors: Thomas Yang, Andrea Kuo
Copywriters: Khairul Mondzi, Joji Jacob
Illustrator: Andy Yang
Photographer: Allan Ng (Republic Studio)