Pink Ribbon: Finally

To mark breast cancer awareness month this October, Pink Ribbon and its agency mortierbrigade have created a poignant campaign film focusing on young girls and the womanly curves they're impatiently waiting for.

In the film, directed by CZAR Brussels' Marit Weerheijm, a series of girls are seeing trying on their mums' bras and stuffing tissue paper down the front of their dresses, in an effort to create a more impressive embonpoint.

With one in eight women at risk of contracting breast cancer during their lives, the ad seeks to remind women about the importance of regular checks through the endline: 'Finally, they've arrived. Now make sure they never have to go'.