Campagne de lancement Octobre Rose

Every October, the world turns pink. But behind the color lies a vital message: one woman out of eight is affected by breast cancer. In France, the Ruban Rose Association wanted to reclaim the true meaning of Pink October —
a movement it created to raise awareness, encourage screening, and fund research.

How can we ensure that the Ruban Rose association reclaims Pink October and how can we recreate the event surrounding the launch of the awareness campaign? 

Response: Make the campaign and the awareness-raising event one and the same living work of art, one and the same artistic gesture. 

THE EVENT

On September 30, 2025, Paris turned pink. Facing the Eiffel Tower, 50 dancers and 40 women affected by breast cancer performed together. Iconic French singers Carla Bruni, Keren Ann, and Joyce Jonathan filled the night with emotion.

Évelyne Dhéliat, Rachida Dati (Minister of Culture), and Yaël Braun-Pivet (President of the National Assembly), Camille Lacourt (olympic swimmer) joined this moment of unity as the Eiffel Tower, National Assembly, and Place de la Concorde lit up pink — simultaneously.

The show was broadcast live on Brut and across social media,to share the emotion in real time.

THE CAMPAIGN

The story continued with a 360° national campaign : a manifesto film narrated by Carla Bruni, broadcast free of charge on television, social media, radio, in print media, and on outdoor advertising, reaching millions of people across the country. In less than two weeks, there were more than 40 articles in the media, 2.1 million views, 30,000 interactions, and 210,000 live viewers. Beyond the numbers, a movement was reborn.

A gesture. An emotion. A cause. Because when art meets a goal, awareness becomes impact.