2016 Winners & Shortlists

Creative Execution

Through the film titled #KeepThemTogether, women are led to believe the special someone referred to could be a husband, or maybe a parent. We then revealed surprisingly that this someone was actually their twin sister. After revealing 3 sets of twin sisters we ended the film with the message: ’Some things should never be apart. Your breasts are no different. Do regular self checks because early detection saves lives’. We created additional educational videos which urged women across the region to check themselves regularly and practice early detection. Digital content further educated women on the most effective ways to self-check.

(1) The online film was viewed by nearly 2 million women in the region becoming the most watched content ever for Nestle Fitness. (2) As the message from the film was carried forward to in-store, product packaging, radio and onground activations, conversations were encouraged to #KeepThemTogether. And as a result, purchases of Nestle Fitness cereals contributed to $160,000 of donations to Cancer NGOs in just one month. (3) And most importantly, we educated and encouraged millions of women in the UAE to check themselves regularly.

Women diagnosed with breast cancer has risen by 20% in the Middle East. Feminity is core to being a woman in the region and it is something that women covet, pursue and value. So when Nestle Fitness, a leading cereal brand for women, wanted to help women protect their feminity by getting them to understand the importance of self-checking and play its part in prevention, awareness and education, we needed to be culturally sensitive and retain female modesty and we also didn’t want to use intimidating statistics nor fear tactics, as they weren't effective. It is a common practice amongst women, from all cultures, to name their breasts ‘The Twins’. Twins, like a women’s breasts, are inseparable. So we urged women to keep their ‘twins’ together. We did this by creating an online film featuring women talking about how they couldn’t be apart from that special someone in their lives.