Marie Keating Foundation: Take notice by Rothco
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If one of the most touched and photographed breasts in the world suddenly developed a lump, would anyone notice? That was the question asked by leading Irish cancer charity, the Marie Keating Foundation, and creative agency Rothco Accenture Interactive, as part of their arresting new campaign, ‘Take Notice’, for Breast Cancer Awareness Month.
The star of ‘Take Notice’ is Molly Malone. Molly is the enigmatic heroine of the famous song of the same name, widely recognised as the city’s unofficial anthem.
The Marie Keating Foundation and Rothco decided to leverage the public’s obsession to spark a national and international discussion about breast health. This month, Rothco created and placed a small lump on one of Molly’s breasts, which went totally unnoticed by the general public, who continued to take pictures with Molly and touch her bosom.
The campaign film - which features a touching bespoke rendition of Molly’s song by Irish singer Imelda May - highlights to the public that if a lump on the most famous and watched pair of breasts in Ireland can go without detection, women have to be extra vigilant and thorough with their breast examinations.
Credits
Client: Marie Keating Foundation
Agency: Rothco | Accenture Interactive
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
VFX Specialist: Joe Fallover
Photographer: Chris Lindhorst
Music: Imelda May
Director of Photography: Burschi Wojnar
Post House: Screen Scene
Editor: Juniper Calder
Post Production Supervisor: Anne-Marie Downs
Colourist: Donal O’Kane
Sound: Will Farrell
