'Highlight Your Balls' scoops 7 Cannes Lions Shortlists

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.

Find out more about the campaign here.