We're thrilled that our work with FP7 McCann on The Testicular Society’s “Highlight Your Balls” campaign has now received SEVEN Cannes Lions nominations across the following tracks:
- Radio and Audio
- Social and Influencer
- Entertainment Lions for Sport
- Media
- Brand Experience and Activation.
About the campaign
1 in 250 men will develop testicular cancer every year, that's why early detection is so crucial. But traditional self-check videos can be dull, meaning men skip them altogether. Together, FP7 McCann and UM Birmingham created a campaign that would catch men's attention at a crucial and tense moment - free kicks during football highlight videos on YouTube.
By leveraging YouTube’s mid-roll technology to ensure the content plays moments before the free kick is struck, the campaign seamlessly blends with the footage of the game. Hijacking a relatable in-game moment, such as when defenders instinctively grab their groins during free kicks, with self-check information helped to not only catch mens attention at a crucial moment, but also teach them how to perform self checks.
In addition, we also ran informative yet humorous mid-roll ads during viral YouTube free kick highlighters whilst popular YouTube commentators wove self-check instructions into their live commentary.