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.
- العلامة التجارية
- Testicular Cancer Society
- الوكالة
- FP7 McCann
- السوق
- عالمي
- المنطقة
- عالمي
- السنة
- 2024
التحدي
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.
الفكرة
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.
النتائج
- 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
مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖
الجوائز
- Dubai Lynx 2025Social & Influencer – Content Placementذهبية
- Dubai Lynx 2025Healthcare – Integrated Campaign - Non-profit/Foundation-led Education & Awarenessفضية
- Dubai Lynx 2025Grand Prix for Goodالجائزة الكبرى
- Dubai Lynx 2025Social & Influencer – Not-for-profit / Charity / Governmentفضية
- Cannes Lions 2024Brand Experience & Activation – E05 USE OF HUMOURفضية
- Dubai Lynx 2025 Grand Prix for Good
فريق العمل
- الوكالة الإبداعية
- 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
- الرئيس التنفيذي للإبداع، FP7 McCann
- Federico Fanti
- المدير الإبداعي التنفيذي، FP7 McCann
- Nayaab Rais
- الرئيس التنفيذي للإبداع، McCann Birmingham
- Vince McSweeney
- المدير الإبداعي، FP7 McCann Dubai
- Paulo Engler
- المدير الإبداعي، FP7 McCann Dubai
- Jonathan Cruz
- المدير الإبداعي المشارك، 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
- المدير العام، FP7 McCann Dubai
- Tarek Ali Ahmad
- مدير مجموعة الحسابات، 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
- الإنتاج، CRAFT
- Amin Soltani
- Lead Editor, FP7 McCann Dubai
- Deydson Rocha
- Motion Graphic Designer, Video Editor and Motion Designer, FP7 McCann Dubai
- Guilherme Silva
- المدير الفني، FP7 McCann Dubai
- Yasmine Elashry
- كاتب الإعلانات، FP7 McCann Dubai
- Laila Alkaf
- المدير الفني، 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
- المنتج، 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
- العلاقات العامة، Markettiers
- Ramona Almeida
- العلاقات العامة، Hollr
- Charlotte Joseph
- Content Creator, FP7 McCann Dubai
- Yaseen Mohieldin
- Content Manager, FP7 McCann Dubai
- Mohammed Alnashash
- العميل، Testicular Cancer Society
- Mike Craycraft R.Ph.
- Creative Lead for Creative Works, Google
- Andreas Mielenhausen
- الإعلام، UM UAE
- Tony Mrad
- الإعلام، UM Lebanon
- Jad Kmeid
