Traditional customs meant that Lebanese women rarely talked openly about their bodies. However, their respect for tradition presented a different opportunity to encourage conversation, by drawing on one of the oldest customs in the world: baking bread. The Bread Exam is a recipe video in which a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressing dough. The gestures are shown without a single mention of breasts, transforming an intimate subject into an acceptable, everyday experience.
What did the judges have to say?
"Aesthetic intelligence, resourceful, cryptically precise - it touches the point without touching the point. With the high level of sensitivity surrounding this topic not only in the Muslim community but globally. How smart can you be to turn a Traditional family shared moment passed down by generations to save future generations. A heart warming, life saving video of this nature deserves attention. Creativity though simplicity has been perfectly applied in this film."Giant Kung, Chief Creative Officer & Writer, Ogilvy Taiwan