It’s not every day you get a brief that’s both a creative dream and a chance to make real impact.

The brief was bold: Turn our cultural obsession with breasts into a powerful call to action—one that gets more women screened and educated about their risk. Oh, and it would debut on the world’s biggest stage: the Super Bowl.

The project moved fast. It earned national press, a Gold, Silver and two Bronze Clios, and a flood of awards buzz. But most importantly, it moved women to act. To get screened. To take control of their health.

Check it out—and yes, prepare for boobs. Lots of them.

Check out our case study for you guessed it…more ways that breasts at the Superbowl made a shocking difference.