Cuidarlas pinta bien
– Danone
Breast cancer is the leading cause of death among women in Chile. We wanted to show a real breast self-exam, but knew the platform algorithms would ban it instantly—even if it saved lives.
Our solution to hijack the ban? Art. By using body paint as a loophole, we bypassed censorship to demonstrate a proper self-exam on a real body. We partnered with female Chilean illustrators and artists.
We launched a special-edition product with “Yo Mujer”. By scanning the QR code on the product's packaging, consumers were redirected to our educational video, successfully turning everyday grocery items into life-saving media touchpoints.
*Cuidarlas Pinta Bien translates to “Taking care of them looks good”
In Spanish, a play on words. “Pinta” means both "is a great idea" and "to paint".
Role
Ideation, Art Direction.
Agency
VMLY&R Chile.
Press
PlayFM, Infogate , Más allá del Rosa