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Award: Graphite Pencil

Graphite Pencil / Viral / Direction / 2007

This film aims to raise awareness of breast cancer in young women and encourage them to check their breasts more regularly. Not your average campaign of models in T-shirts, this ad taps into our highly sexualised culture and entices us into the voyeuristic world of stripping. Beautiful lighting and the dancer's slow, fleshy curves invite you to celebrate female sensuality. But as the dancer turns, the viewer is confronted with the tangible devastation of breast cancer. In such an unusual context, the unveiling of her mastectomy acts as a harsh reminder that breast cancer can affect anyone. The film has only just begun airing in cinemas, yet has already been widely acclaimed in industry circles and very well received globally as a viral.

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