Tweeting Bra

All women know that self-examination is crucial for the fight against breast cancer. Still some forget all about it. In order to remind them, Nestlé Fitness cereals came up with a creative idea. The Tweeting Bra. The first bra that tweets in real time so that women remember to have their breast self-exam. Using an advanced mechanism that is attached to it, the bra connects to a smartphone via a bluetooth connection and automatically posts a tweet everytime that is unhooked.

This special bra has a very special owner; a well-known woman with a large number of followers and the desire to spread the message of prevention. Maria Mpacodimou is one of the most popular TV presenters and Twitter celebrities in Greece and for 15 days she will be wearing the Tweeting Bra. Every time she unhooks it, the bra will inform her 150,000 followers about breast self-examination. Watch the campaign by following @tweetingbra or visit www.tweetingbra.gr to learn more about breast self-examination.

Credits
Associate Creative Director: Electra Pavlaki
Art Director: Antonis Theodorakis - George Lyras
Copywriter: Marilena Karamolegou
Agency: OgilvyOne Athens