#tetasxteta, or #ManBoobs4Boobs, shows a clever way of fighting censorship when it comes to checking women’s breasts (and men’s too). This highly appraised social campaign by Ogilvy & Mather – DAVID Buenos Aires, which has just won three Golden Lions at the 2016 Cannes Lions festival, cleverly bypasses the nipple censorship on social media – even though the pictures and videos might be used to help raise awareness of breast cancer.

Gaston Bigio, Co-Founder of DAVID Buenos Aires said: “Manboobs has been awarded the first Gold Lion in Cyber and Mobile in the history of Argentina. It is an idea that traveled the world showing social connections can overcome barriers and achieve good. We couldn’t be more proud.”

Manboobs social media
Breast censorship on social media is a big talking point.

The topic has been largely covered by media like Metro, Daily Mail, Huffington Post and BBC. It seems that MACMA’s (Movimiento Ayuda Cáncer de Mama) video and witty approach of hiring and showing a chubby model called Harry’s “moobs” is working miracles, starting a possibly life-saving discussion on whether to feature female breasts for such purposes.

It is although not the first time a charity tried a similar approach. In 2015 a charity from UK called Coppafeel! released a video featuring Radio1 DJ Greg James to raise awareness not only about female breast cancer, but also for men to check theirs.

Previously speaking to the BBC, CoppaFeel! founder Kris Hallenga (who overcame stage 4 cancer) said: “We’ve had to get quite creative around the whole nipple restrictions online. We ourselves have used male models in the past to demonstrate and I think that kind of gives it a new element and a bit of humour into it aswell.”

Credits:
Client: MACMA
Product: Breast cancer awareness
Name: Manboobs
Agency/Idea Creation: DAVID Buenos Aires
Executive Creative Director: Joaquin Cubría / Ignacio Ferioli
Copywriter: Juan Javier Peña
Art Director: Ricardo Casal
General Accounts’ Director: Emanuel Abeijon
Account Director: Lucila Castellani
Account Executive: Brenda Ranieri
Head of production: Brenda Morrison Fell
Agency’s Producer: Felipe Calviño
Production House: Landia
Executive Producer: Adrian D’Amario
Producer: Thomas Amoedo
Director of Photography: Nicolas Hardy
Sound Mix: Porta Estudio
Music: Cluster Music
Editor: Ana Svarz
PR Company: Urban Grupo de Comunicación
Client Approval: Irene Marcet / Isabel Geraige