The award ceremony for the German Design Award 2017 will once again take place on February 10, 2017 as part of Ambiente in Frankfurt am Main.

The winner was the commercial for the Estée Lauder Foundation's Breast Cancer Awareness campaign in the Integrated Campaigns and Advertising category.

Reichl und Partner shows in a simple way that breast cancer can be prevented by regular preventive examinations by changing the word "BREAST CANCER" into "B EA T CANCER", thus giving it a completely different meaning. The message to beat breast cancer is already contained in the word "BREAST CANCER". The letters "R" and "S" are simply wiped away by the actress in the  TV commercial. The sound concept was designed in collaboration with the internationally successful musician Parov Stelar.

 

The TV spot for the Estée Lauder Companies' Breast Cancer Awareness campaign was awarded the German Design Award 2017 as Winner. Learn more about the campaign in our Case Study.

Client: Estée Lauder Companies
Managing Director: Siegfried Maurer
Public Relations Manager: Linda Zajer

Creative agency: Reichl und Partner Werbeagentur
Media agency: Reichl und Partner Media

Creative Direction: Daniel Kleinmann
Consulting: Rainer Reichl, Sabine Abt
Text: Daniel Kleinmann
Director: Alexei Sigalov
Camera: Alexei Sigalov
Styling: Svitlana Blyzniuk
Language: Sandra Littomericzky
Music: Parov Stelar
Dubbing: Studio e
Photo studio: Christoph Lammer

Daniel Kleinmann, is sure:  "Design is becoming more and more important, which is easy to explain because beautiful things simply sell better. I am very happy that we as an Austrian agency get such high recognition in the mega market Germany."

Daniel Kleinmann, Head of Creation and Planning at Reichl und Partner Werbeagentur, who together with his creative team is responsible for all 3 awards.