CANSA Pairs for Breast Cancer Awareness

Cancer Association of South Africa commissioned a PSA promoting regular examination of breasts, a warning against breast cancer. To the sounds of Radiohead’s song, “Backdrifts”, Pairs shows a series of objects that should come in pairs, but in this case don’t. An 8 mm movie projector with only one spool churns tape over the floor. On the carpet the lights come on to reveal a bar bell with weight on one end only.

Bicycle missing front wheel


An abandoned bicycle has only a back wheel. A teddy bear has only one eye. A broken pair of scissors is missing one handle. A cherry is clearly missing its partner. A pair of sunglasses is missing one lens. A kneeling man, on closer inspection, is missing one half of his headphones. A mannequin is missing one hand. On a diner table there’s a space where the pepper shaker should be standing by the salt. A young boy attempts to speak through a can and string. Only problem is there’s no can on the other end of the string. A car drives in the dark, moving towards the camera, with only one headlight working. The super: “Some things belong in pairs. Examine your breasts regularly.”

http://vimeo.com/30433341

Credits

The CANSA Pairs campaign was developed at TBWA Hunt Lascaris, Johannesburg, by creative director Sandra De Witt, copywriters Jenny Glover and Avi Pinchevsky, agency producer Jo Barber, and account supervisor Paul Binikos working with CANSA marketing director Sharon Flint.

Filming was directed by Mark Sidelsky via Freshwater Films, with producer Darren Gordon and director of photography Terence Maritz. (NOTE: Freshwater Films has now been reformed as Bouffant Films.

Post production was done at Video Lab. Editor was Marcelle Mouton. Sound was designed by Paul Baxter. Music was arranged by Benjamin Willem.

Car with only one headlight

Radiohead’s song, Backdrifts, comes from their album, Hail To The Chief.

Lyrics for Backdrifts

Radiohead Hail To The Thief at Amazon.comWe’re rotten fruit
We’re damaged goods
What the hell we’ve got nothing more to lose
One gust and we will probably crumble
We’re backdrifters

This far but no further
I’m hanging off a branch
I’m teetering on the brink
Oh! honey sweet
So full of sleep
I’m backsliding

You fell into our arms
You fell into our arms
We tried hard but there was nothing we could do
Nothing we could do

All evidence has been buried
All tapes have been erased
But your footsteps give you away
So you’re backtracking

Ah ah ah
You fell into our arms
You fell into our arms
We tried hard but there was nothing we could do
Nothing we could do
You fell into our, ah
You fell into a

We’re rotten fruit
We’re damaged goods
What the hell, we’ve got nothing more to lose
One gust and we will probably crumble
We’re backdrifters