Lebanon’s “The Bread Exam” Was The Star Of The Show At NY Festival Advertising Awards 2022

The Bread Exam | @mrstevelevine

On July 15th, the New York Festival Advertising Awards (NYFA) announced the 2022 winners submitted from 60 countries around the world.

The 2022 Executive Juries presented several awards, including the Best of Show Award, 12 Grand Awards, 82 Gold Tower Awards, 90 Silver awards, and 119 Bronze awards.

“The Bread Exam”, which was initially launched in Lebanon, was the star of the show at the NYFA, scoring the Best of Show award in the 2022 competition.

Created by McCann Paris for Lebanon’s Spinneys Supermarket, the Lebanese Breast Cancer Foundation, and the AUBMC Hospital, “The Bread Exam” was launched as a campaign in the form of a recipe video teaching women, through the act of kneading dough, how to perform a self-exam.

The French agency was recognized with the top award for this campaign that helped women, notably Lebanese women, to share information about self-checking for the early signs of breast cancer.

Mateo Fernandez, the Executive Creative Director of McCann Paris, expressed his excitement “to see what creativity can do to help various diverse communities.”

The Bread Exam also won many awards in different categories at the NYFA, including:

  • A Grand Award and a Gold Award for PURPOSE (Formerly Positive World Impact): Public Service Unique Partnership: Brand.
  • A Grand Award and a Gold Award for Activation & Engagement: Best Use Social/Environmental Good: Brand.
  • A Gold for Social Media & Influence: Best Use of Influencer.
  • A Gold for Public Relations: Best Use Social Media.
  • A Gold for Social Media & Influence: Best Use Viral.
  • A Silver for Public Relations: Best Use Social/Environmental Good: Brand.
  • A Silver for Public Relations: Products & Services Healthcare.
  • A Silver for Collaborations & Partnerships: Best Use Social/Environmental Good: Brand.

It is noteworthy that “The Bread Exam” recipe was first shared by survivors and doctors using the hashtag #Khabazte (Have you baked bread?).

The campaign/recipe was then endorsed by the media and public personalities and shared on flours pack and wrapping paper to spread the message.

On World Cancer Day, the campaign was launched again in the UK, Turkey, and Germany.

“The Bread Exam” has also previously received numerous international awards, including at the Cannes Lions, Eurobest, Effie, WARC, and Golden Drum.

You can watch “The Bread Exam” here:

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