2015 National Advertising Challenge

Competition  •  Self  •  2015

Brief: Create awareness for the partnership that Kruger has with the Canadian Breast Cancer Foundation.

Execution: Inspired by a book called the Scar Project, while using a magazine format, an image of a woman is shown standing, hands on hips. Fearless. A strip of bathroom tissue covers her up. However, once removed we see the harsh reality women with breast cancer often have to face; a double mastectomy. Because of the strong visuals, I wanted to keep the text at a minimum, but show a strong, confident woman.