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Mama Beer

Mamma HELP, an organization formed by breast cancer survivors, with Y&R Prague created Mamma Beer — the first beer for women with breast cancer. For women who are undergoing chemotherapy, proper nutrition is vital. One of the side effects of chemotherapy can be changes to taste perception which makes eating hard. Mama Beer has a sweeter flavor to offset the negative effects to the taste senses. It’s alcohol-free and packed with nutrients (including vitamin B and potassium) to give patients strength while undergoing treatment. The limited-edition beer was brewed by Zatec Brewery.

Client

Advertiser: Mama HELP

Creative Agency

Creative Agency: Y&R Prague

Copywriter: Iva Psenickova, Dusan Koutsky

Art Director: Josef Janac, Marcos Siqueira

Strategist: Jaroslav Horvath

Producer: Martina Teuchnerova

Executive Creative Director: Dora Pruzincova

Chief Creative Officer: Tereza Sverakova

Regional Chief Creative Officer: Jaime Mandelbaum

Executive Managing Director: Tomas Dvorak

Director: Artem Leontev

Designer: Neil Johnston