As part of the new Nestle Fitness' campaign, OgilvyOne Athens has come up with a special 'tweeting bra' that actually tweets each time it is unclasped.

The goal is to promote breast cancer awareness and the need for women to perform self-examinations in an effort to keep their health in check. Here's how it works:
A special mechanism is hidden under the hook of our tweeting bra. Every time our bra is unhooked, it sends a signal to a cell phone, the cell phone notifies a server, and the server generates the tweet... as simple as that!
To learn more about this innovative campaign, watch the video below and be sure to turn on the subtitles: