Highlight Your Balls.
Defenders in a football wall cup their groins before a free kick. The Testicular Cancer Society used that moment to slip self-check tutorials into YouTube free kick highlights, live watchalongs and Talksport commentary.
- Brand
- Testicular Cancer Society
- Agency
- FP7 McCann
- Market
- Global
- Region
- Global
- Year
- 2024
The challenge
Men aged 15 to 35 are the most at risk of testicular cancer, and the entry says they largely ignore traditional health content about it. They do watch a lot of football.
The idea
FP7 McCann placed humorous mid-roll ads in viral free kick highlights, timed to the moment defenders shield themselves. Popular YouTube commentators worked self-check instructions into their live commentary at free kicks, and Talksport ran a self-check tutorial during a Liverpool European match. The month-long campaign ran during Testicular Cancer Awareness Month.
Results
- Aired across 162 channels and reached 7.9 million viewers, with an advertising value of $190,000, according to the Dubai Lynx entry
- 190,281 completed YouTube views at a 43.26% view-through rate, 182% above forecast, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Social & Influencer – Content PlacementGold
- Dubai Lynx 2025Healthcare – Integrated Campaign - Non-profit/Foundation-led Education & AwarenessSilver
- Dubai Lynx 2025Grand Prix for GoodGrand Prix
- Dubai Lynx 2025Social & Influencer – Not-for-profit / Charity / GovernmentSilver
- Cannes Lions 2024Brand Experience & Activation – E05 USE OF HUMOURSilver
- Dubai Lynx 2025 Grand Prix for Good
Credits
- Creative agency
- FP7 McCann Dubai
- Media placement
- UM Birmingham
- Media placement
- Universal Media House
- Media placement
- Magna Global
- Media placement
- Universal Media London
- Additional company
- McCann Birmingham
- Chief Creative Officer, FP7 McCann
- Federico Fanti
- Executive Creative Director, FP7 McCann
- Nayaab Rais
- Chief Creative Officer, McCann Birmingham
- Vince McSweeney
- Creative Director, FP7 McCann Dubai
- Paulo Engler
- Creative Director, FP7 McCann Dubai
- Jonathan Cruz
- Associate Creative Director, FP7 McCann Dubai
- Rob Hall
- Associate Creative Director Copy, FP7 McCann Dubai
- Liam Galt
- Creative Excellence, McCann Worldgroup
- Javier Campopiano
- Creative Excellence, McCann Worldgroup
- Adrian Botan
- Creative Excellence, McCann Worldgroup
- Carmen Bistrian
- Creative Excellence, McCann Worldgroup
- Alice Reindlova
- Managing Director, FP7 McCann Dubai
- Tarek Ali Ahmad
- Group Account Director, FP7 McCann Dubai
- Hadi Abu Khuzam
- Creative Excellence, MCN
- Lara De Souza
- Chief Communication Officer, MCN
- Lizzie Dewhurst
- Social Producer, FP7 McCann Dubai
- Abdelrahman Abdelsalam
- Production, CRAFT
- Amin Soltani
- Lead Editor, FP7 McCann Dubai
- Deydson Rocha
- Motion Graphic Designer, Video Editor and Motion Designer, FP7 McCann Dubai
- Guilherme Silva
- Art Director, FP7 McCann Dubai
- Yasmine Elashry
- Copywriter, FP7 McCann Dubai
- Laila Alkaf
- Art Director, FP7 McCann Dubai
- Diego Espinoza
- Senior Account Manager, FP7 McCann Dubai
- Amber Gan
- Senior Account Manager, FP7 McCann Dubai
- Maryam Habib
- Senior Account Executive, FP7 McCann Dubai
- Elsa Gerges
- Producer, FP7 McCann Dubai
- Yaseen Abe
- Filmmaker, Craft
- Marcos Cardoso
- Regional Director, UM MENAT
- Alaeddine Abdelnabi
- Senior Executive - Trading, Magna Global
- Joe Najem
- Group Managing Director, Media, McCann Central / UM Central
- Kevin Murphy
- Group Head of Media Trading, McCann Central / UM Central
- Grant Crymble
- Senior Digital Media Manager, McCann Central / UM Central
- Matthew Brown
- Senior Digital Account Director, McCann Central / UM Central
- Aaron Gautier-Lamb
- PR, Markettiers
- Ramona Almeida
- PR, Hollr
- Charlotte Joseph
- Content Creator, FP7 McCann Dubai
- Yaseen Mohieldin
- Content Manager, FP7 McCann Dubai
- Mohammed Alnashash
- Client, Testicular Cancer Society
- Mike Craycraft R.Ph.
- Creative Lead for Creative Works, Google
- Andreas Mielenhausen
- Media, UM UAE
- Tony Mrad
- Media, UM Lebanon
- Jad Kmeid
