This week, our London team won the Healthcare category at the 2021 Brand Film Awards EMEA for a first-of-its-kind breast cancer awareness film, ‘A Love/Hate Relationship’. The piece also earned a High Commendation in the Animated category.
Fear around COVID-19 was preventing women from getting their breasts checked, so UK charity Breast Cancer Now asked us to create a film amplifying its ‘Check Them’ awareness campaign to mark Breast Cancer Awareness Month.
The team decided to take the approach of celebrating the love/hate relationship women have with their breasts. Interviews were conducted with women from across the UK from a diverse range of ages, ethnicities and backgrounds to gather personal experiences. Morphing animations allowed the film to capture 25 shapes, sizes and colours of breasts in 60 seconds. It charts the relationships women have with their breasts over the course of their lives and ends with the call to action: ‘Love Them. Hate Them. Check Them.’
Produced by London-based filmmaker Anna Ginsburg, the piece was launched in November 2020, a month after Breast Cancer Awareness Month, to keep the conversation going. Amplified via social media, the film drew a raft of love/hate reactions and was selected as a ‘Best of the Month Staff Pick’ by the Vimeo Curation Team. View the case and film in full here
One judge commented: A beautiful, striking and arresting film. I love that this caused outrage and thus fuelled a debate/dialogue!
A Campaign and PRWeek collaboration, the Brand Film Awards EMEA is designed to celebrate and showcase the year’s most artistic and powerful storytelling through branded content films that have been transforming the marketing business.