They did this to check if anyone could detect or spot the lump on Molly Malone’s breast while striking a pose for a click. But to their surprise, no one was able to notice it. None of the visitors, citizens or tourists who had touched Molly’s breasts could detect anything malicious. It’s a brilliantly planned and subtly executed campaign that drives the message to “be breast aware” home.

Credits:
Advertiser: Marie Keating Foundation
Campaign: Take Notice
Category: Outdoor Campaign | Awareness campaign
Advertising Agency: ROTHCO|Accenture Interactive, Dublin, Ireland
Executive Creative Director: Alan Kelly
Creative Director: Stephen Rogers
Creative Team: Stephen Rogers, Anthony Ortuso
Head of Production: Margaret Levingstone
Head of Marketing: Jill Byrne
Project Director: Barbara-Ann Chaney
Agency Producer: Laura Cahill
Head of Strategy: Kathy Troy
Digital Strategy: Colm Cusack, Eadaoin Coyle
Design Director: Shane O’Riordan
Production Designer: Joe Fallover
Photographer: Chris Lindhorst
Music: Imelda May
DoP: Burschi Wojnar
Post House: Screen Scene
Editor: Juniper Calder
Post Production Supervisor: Anne-Marie Downs
Colourist: Donal O’Kane
Sound: Will Farrell