Three Golds for DDB in Singapore

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DDB and The Rialto Channel have won three Golds and three Silvers at the PromaxBDA Awards in Singapore for their Breast Cancer Screenings campaign.

Since DDB launched the storytelling campaign in 2016, it’s won at Axis, Cannes and the Spikes.

The Promax BDA Awards recognise marketing excellence in the media marketing space and are regarded as the most prestigious awards for creative endeavour in this field.

DDB’s scorecard in Singapore:

  • Best Image Campaign (Television or VOD Platform) – Gold
  • Best Special Event – Gold
  • Best Marketing Video/Sizzle Reel/Sneak Peaks Presentation – Gold
  • Best Use of Digital – Silver
  • Best Integrated Marketing Campaign for a Programme – Silver
  • Most Outstanding Marketing Initiative – Silver

“Tears could potentially be used to detect breast cancer with up to 90% accuracy.”

DDB and Rialto Channel used print, online, PR and social media marketing to encourage women to register for a free film ticket to the Breast Cancer Screenings, hosted by Rialto Channel at Auckland’s Academy Cinema, and supported by the NZ Breast Cancer Foundation.

Around 400 women had the opportunity to donate their tears, while watching the emotional rollercoaster that is the critically acclaimed romantic drama Brooklyn.

“We are proud of these awards,” says DDB chief creative officer Damon Stapleton, “They recognise a campaign that will potentially help millions of women around the world each year; helping to progress the valuable research that US company Ascendent Dx is doing in the area of breast cancer detection.”

Rialto Channel GM Roger Wylie said he’s thrilled with the ongoing recognition this work has received.

“At Rialto Channel we are firm believers that powerful stories change lives. This campaign shines a light on the power of an important story well told, and the awards recognise that.”

Ascendant DX is an American research company on the cutting-edge of breast cancer detection technology. They have discovered that tears could potentially be used to detect breast cancer with up to 90% accuracy.


Client: Rialto Channel
General Manager: Roger Wyllie
Marketing Executive: Natalie Crane
Client: New Zealand Breast Cancer Foundation:
CEO: Van Henderson
Research and Communications Manager: Adèle Gautier
Research Associate: Ascendant Dx:
CEO: Omid Moghadam
Chief Scientist: Anna Daily
Senior Scientist: Linsday Rutherford
Executive Assistant: Jen Morio
Agency: DDB:
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Brett Colliver
Creative Director: Mike Felix
Creative Director: James Connor
Creative Director: Christie Cooper
Art Director: Jake O’Driscoll
Copywriter: Sylvia Humphries
Lead Business Partner: Nikki McKelvie
Senior Business Manager: Demi Nielsen
Business Manager: Bella Macdonald
Studio Manager: Marcel de Ruiter
Print Producer: Julz Lane
Executive Producer: Judy Thompson
Agency Producer: Alva Casey
Agency Producer: Jane Mill
Editor: Steve Gulik
Editor: Mark Tretheway
Sound Engineer: Dan Partington
Digital Director: Liz Knox
Executive Digital Producer: Johannes Gertz
Head of Digital Design: Jason Vertongen
Digital Designer: David Kirschberg
PR: Mango
General Manager: Sean Brown
Senior Account Manager: Max Burt
Illustrations: Minky Stapleton
Photography: Mat Baker
Retouching: Carl Baker
Presenter: Helene Ravlich
Voice: Francesca Rudkin, Lucy Wigmore

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