Staff Reporters
Jun 6, 2019

2019 Cannes contenders: 'The Soap with a Lump' by Wunderman Thompson India

Lux redesigns an age-old product to remind women to check their breasts for lumps in the shower, when they feel most comfortable doing so.

2019 Cannes contenders: 'The Soap with a Lump' by Wunderman Thompson India
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: The Soap with a Lump
Agency: Wunderman Thompson India
Client: Lux

Nominated by:

Merlee Jayme, chairmom/chief creative officer, Dentsu Jayme Syfu:

It looked weird at first. Then, it dawned on me that it actually made sense. Since we were young, we were always taught to examine our own breasts. But we were quite unsure what we were supposed to look for or “feel for”. The Lux soap is a simple tactile solution to self-examination in the best time to do it-in the shower.

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