TOGETHER FOR A WORLD WITHOUT BREAST CANCER
Mission:
The Estée Lauder Companies’ Breast Cancer Campaign unites people and organizations worldwide who are committed to a world without breast cancer. It was launched in 1992 by Evelyn H. Lauder with the pink ribbon and is the company’s largest social commitment. The Estée Lauder Companies commissioned the Festival of Lights team to visually highlight their global breast cancer campaign and raise awareness for early detection and research.
Idea & implementation:
Symbol of support: The idea was to transform the Berlin TV Tower – the tallest building in Germany – into a shining symbol of the fight against breast cancer.
The breast cancer ribbon, the international symbol of the campaign, was projected onto the Berlin TV tower as a central component. Accompanied by powerful messages, the imposing tower became a canvas for the campaign, highlighting the solidarity and commitment in the fight against breast cancer. The visual representation in bright pink attracted the attention of visitors and the media and transformed the TV tower into a shining symbol of hope.
Success: A strong sign for a world without breast cancer!
The striking staging on the TV tower helped the campaign achieve a high level of visibility. The campaign impressively illustrated the important role of a festival with such a large audience in effectively spreading important messages. It showed how powerful the combination of art and social commitment can be.
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