PAF - Project Pink ‘Boobies’

Introducing the refreshed Pink campaign for the PA Research Foundation, a bold new take designed to cut through the noise and inject some much-needed fun and light-heartedness into breast cancer awareness. Responding to the brief that “people are still dying of breast cancer - the job’s not done,” we created a campaign that balances urgency with cheeky charm, fronted by our new mascots, the booby birds. Running across posters, digital, social, video and fundraising activations in hotels and pubs, we delivered creative, design and production to bring the idea to life.