Macma
The art of self examination

2022

@david.bue

There’s no way a museum would let the public touch the works of art. But together with MACMA, we found a very good reason for doing it: Raising awareness about the importance of breast cancer early detection. During last March, we set up 

“The art of self-examination”, an exhibition at the Fernández Blanco Museum, in which the visitors could interact with specially modified works of art painted by Rubens, Rafael, and Rembrandt. Not long ago, a group of scientists discovered graphic signs of a

possible breast cancer in three of the women portrayed in the paintings. That’s why for the first time, we invited everyone not only to see, but also to touch the paintings in order to learn how to recognize possible symptoms of breast cancer through a self-exam.

Awards

Cannes Lions 2022
GOLD: OUTDOOR |  
Live Advertising and Events
BRONZE: BRAND EXPERIENCE | Tangible & Spatial Technology
SHORTLIST: OUTDOOR | Local brand
SHORTLIST: HEALTH & WELLNESS | Education & Awareness

El Sol de Iberoamérica 2022
GOLD: INNOVACIÓN / MEDIOS

SILVER: EXTERIOR / ACTIVACIÓN & EXP. DE MARCA / BRANDED CONTENT / INNOVACIÓN

BRONZE: INNOVACIÓN

LIA 2022
SILVER: PHARMA & MEDICAL 


BRONZE: HEALTH & WELLNESS 

BRONZE: EXPERIENTIAL & LIVE EVENTS 

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