'Highlight your balls' scoops 7 Cannes Lions shortlists
Published on 17th June 2024We're thrilled that our work with FP7 McCann on The Testicular Society’s “Highlight Your Balls” campaign has now received SEVEN Cannes Lions nominations.
The shortlists are 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.
