|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
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.