Dear Men,

Funny thing how the perception distorts reality. The Manboobs was for sure made for “Gimme a Lion” brief, as what it really does is showing off its own creativity in making fun of Mark Zuckenberg and not promoting the breast self-examination among those 67% who don’t do it. You should know it from the first second of the case video — they say 67% women don’t do it, but then nobody stops to think “why”, with implicit suggestion it is because women can’t find it on facebook and instagram the instruction how to do it. And this is the brilliant manipulation — the fact they don’t do it, dear men, doesn’t mean they don’t know how to do it — we are not at “Love Story” stage anymore, every internet savvy women in EU or USA knows how to do it, or heard about it from their gyno or, just imagine, they can type it in google and get a thousand of video links with videos showing the women breast exam (sic!). The only problem this idea touches is the censorship put on social media, and that in fact was the only discussion that raised. So the real brief of this case was to “win the Cannes Lion” and the main problem it solves is “how to show breast on facebook” — and I can easly believe 67% of men are really into solving this problem. But using the breast cancer cause for it, is another unmoral and far fetched act of men “creativity”.