MADRID, SPAIN — Three women who have lost their nipples after breast cancer, happily show their breasts to Instagram, laughing at the relentless censorship they will suffer from the social network when they get them back thanks to the revolutionary FixNip™ NRI prosthesis.
This is the storyline of “Happy to be censored”; besweet_’s new campaign for breast implant leader GC Aesthetics®, with a sense of humor, joy, irony, and absurdity as powerful resources to present a new aesthetic and health option to women who want it.
“Happy to be censored” is the brainchild of beX, besweet_.’s creative studio, producer of the campaign. Shot with three Spanish women in Madrid, it is directed by Antonina Obrador at the head of a team made up almost entirely of women. For Celia Esteban, producer of be sweet, “this campaign is in line with the style that we have been creating for GC Aesthetics®, to talk with total naturalness and respect about the aesthetic and health decisions of women and the different options that GC Aesthetics® offers them. In this case we have played with the contradictions of IG itself, and the absurd situation that -following its own rules of censorship of female nipples- women can show their breasts without nipples but then are censored when they get them back. Of course, the women featured in our campaign are looking forward to being censored.”
In the piece, three women on a film set are posing in front of the camera, showing their breasts while their voiceovers (in English) address IG and other platforms: “We know what you’re doing censoring women’s nipples. And we have something to tell you: we can’t wait for you to censor us. We’re getting a nipple reconstruction shortly, and we’re going to share it. In fact we’re going to over share it. So get ready, Instagram. You’re going to have a lot of censorship work ahead of you. We’re ready.
Spain, UK, Italy, and Germany starting May 17th, 2022. There are more than 100
cases implanted worldwide with a high satisfaction rate from both patients and surgeons. The product is EU-approved as a medical device.
“Happy to be censored” is be sweet_’s third work for GC Aesthetics®, a client whose
request from the outset has been to turn its brand around. The first campaign, “An
amazing pair of books”, highlighted the variety of shapes and sizes of female breasts by comparing them to the variety of shapes and sizes of books, highlighting their uniqueness and beauty. With “Boobstickers”, a woman’s right to enjoy toplessness without censorship was vindicated by creating a series of stickers for Instagram, available to any woman who wished to use them, placing them on her breasts. The stickers communicated six big no’s: “No more staring”; “No more body shaming”, “No more prejudice”; “No more judging”, “No more censorship”; ”No more haters.”
CREDITS
Title: “HAPPY TO BE CENSORED”
Client: GC Aesthetics
Creative Agency: beX
Creative Direction: beX
Production: be sweet
Director: Antonina Obrador
EP be sweet: Juan San Roman
Producer: Celia Esteban
DoP: Juli Carné
