These aren't technically print ads. They were included with the press release for JWT's "Tinta Contra o Câncer" campaign for A.C.Camargo Cancer Center. But i think they're more powerful than the case study video which spends more time explaining the concept and less time showing the work.

The concept was simple. JWT S.P asked local graffiti artists if they could put up a temporary addition to the murals-- turning the bare-chested women into bare-chested women post-masectomy. All to raise awareness about the issue, but also champion the brave survivors.

These images deserve to explode on social media--beyond ad publications and people who work in advertising. Hopefully real people of Sao Paulo will notice them more, too.

Agency: JWT Client: A.C.Camargo Cancer Center Account team: Yves Rodrigues, Fábio Bastouly CCO: Ricardo John Head of Art: Fabio Simões Creative Director: Hernan Rebalderia e Santiago Dulce Copywriter: Lucas Tristão Art Director: Filipe Cuvero, Brunno Cortez Agency Production Director: Marcia Lacaze Agency Production: Fafa Oliveira Film Production Company: Bando Director: Pedro Gomes Sound Production Company: Shuffle Áudio Advertiser’s Approval: Irlau Machado, Adriana Braga, Luciana Del Nero, Danielle Lago

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.