| Brand | FRIENDS OF CANCER PATIENTS |
| Product/Service | BREAST CANCER AWARENESS |
| Entrant | JWT DUBAI, UNITED ARAB EMIRATES |
| Category | Ambient: Small Scale |
| Entrant Company: | JWT DUBAI, UNITED ARAB EMIRATES |
| Advertising Agency: | JWT DUBAI, UNITED ARAB EMIRATES |
Credits |
| Executive Creative Director | Chafic Haddad |
| Copywriter | Zahir Mirza |
| Advertiser's Supervisor | Dr. Sawsan Al Madi |
| Account Supervisor | Prabhakar Iyer |
| Producer | Urofoam Ltd/England (production House) |
| Art Director | Antra Patel |
| Photographer | Rita Dhankani |
Execution
A DM in the form of light pink stress ball with a small stone embedded inside. When squeezed, one feels a distinct lump. The message on the stress-ball effectively rounds off the communication. 350 of these small-scale ambient pieces were placed inside women’s changing rooms, washrooms and storefront desks across Dubai & Sharjah.