This e-card is intended to drive donations for breast cancer research. I was aware of other campaigns like savethetatas.org, breastfest.org, and another called Artful Bras, all of which embrace a fun approach targeted towards young women. ACS was on board with doing something fun as well. ACS called for a breakfast theme, so I pitched four concepts, and they chose the 'Burlesque Breakfast in Bed' which they toned down, renaming it 'The Morning Show'.
The regional office was concerned that certain aspects of the first rendition of the e-card were too suggestive. Originally, the finale featured a strutting pig sporting a bacon boa which was eliminated along with several other elements. The orange tree, for example, boasted two very voluptuous oranges and was moving to a tango.