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Nestle Fitness’ ‘BraCam’ video creates a flutter and sends out a strong message

Created by McCann Paris, the innovative video using a woman wearing a hidden camera in her bra, serves as a reminder to women to self-examine their breasts

Sarmistha Neogy | Mumbai | October 10, 2014

Nestle-Fitness-BraCam Click on the image to watch the TVC.

On the occasion of Breast Cancer Awareness Month, being held in October, Nestle Fitness has launched a video named ‘BraCam’, which has gone viral. This bra is not an ordinary one; it is technologically enabled to record the number of people checking out a woman’s cleavage.

Women face awkward, uncomfortable situations when their breasts are ogled at. Keeping this in mind, Nestle Fitness worked on an unusual and innovative approach to promote breast cancer. McCann Paris conceptualised and executed this campaign.

The 1.18-minute long video starts with a woman, who has a hidden camera fitted to her bright pink bra, going all around the city to count the number of wandering eyeballs her breasts clock. To everyone’s surprise, the ‘gazers’ are not only men, but women, young girls and even children. The video ends with the message ‘Your breasts are checked out every day. So, when was the last time you checked your own?’ The campaign is being promoted with the help of a hashtag, #CheckYourSelfie, to highlight the message ‘checking your breasts regularly helps prevent breast cancer’.

There is also a 1.35-minute long video on YouTube which talks about the technology used in the bra, and how everyone willingly gave their consent to be featured in the video. The video has clocked more than six million views on the YouTube channel of Nestle Fitness.

However, this is not a first innovation from Nestle Fitness. In October 2013, it came out with a ‘Tweeting Bra’ which was Bluetooth-enabled. The moment a woman unclasped her bra, it sent her a tweet via the twitter account @tweetingbra, thus reminding the woman about her breast self-examination. This campaign was made by OgilvyOne Athens.

The Video:





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