Cherries

Creative idea

To tackle low mammography screening rates, we hijacked a cultural cornerstone: the legendary Slovak hit 'Čerešne' (Cherries). For decades, its famous lyric, 'No one is allowed to touch my cherries,' symbolized female untouchability. We realized this lyric perfectly mirrored why women avoid screenings—they don't let anyone touch their breasts, not even doctors. We turned this iconic song into a powerful plea for prevention. By having actual breast cancer survivors cover the hit, we changed the message to: 'Allow a mammogram to touch your cherries,' creating a provocative new symbol for breast cancer prevention.

Brand name: Novartis
Advertiser / client: Novartis
Product / service: Breast cancer prevention
Campaign name: Cherries
Agency network: INDEPENDENT AGENCY
Agency: Kreativna Dvojica, Bratislava
Production company: Janosici
Web address: https://www.kontrolaceresni.sk
Creative director: Michal Hornicky, Ivana Hornicka Paconova
Art director: Michal Hornicky
Copywriter: Ivana Hornicka Paconova
Designer: Michal Hornicky, Veronika Mrkvicova
Account director (agency): Michal Hornicky, Ivana Hornicka Paconova
Strategic planner / strategist: Michal Hornicky, Ivana Hornicka Paconova
Photographer: Viliam Janosik
Director: Viliam Janosik
Director of photography: Matej Janosik
Music: Fatmusic - Juraj Marikovič, Viktor Hazard
Agency producer: Dominika Janosik
Additional company: Nina Micudova - Account manager Peter Bujalko - Web developer