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AWARDS :
GOLD
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SUB CATEGORY :
BEST USE OF INTERNET/ONLINE ADVERTISING
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COMPANY ENTERING :
M&C SAATCHI, SYDNEY
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ENTRY TITLE :
GAME OF BALLS
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BRAND :
TESTICULAR CANCER AWARENESS
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ADVERTISER :
BLUE BALL FOUNDATION
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AGENCY :
M&C SAATCHI, SYDNEY/BANG PR, SYDNEY
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MANAGING DIRECTOR :
ANNALISE BROWN (BANG PR)
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CHIEF CREATIVE OFFICER :
ANDY DILALLO
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EXECUTIVE CREATIVE DIRECTOR :
BEN WELSH
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CREATIVE DIRECTOR :
ANT MELDER
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COPYWRITER :
JOSH BRYER
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ART DIRECTOR :
DAVID JACKSON
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ACCOUNT MANAGER :
PETA FROST
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FILM PRODUCTION COMPANY :
DIGITAL PLAYGROUND, LOS ANGELES
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DIRECTOR :
JAKODEMA
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THE BRIEF :
TESTICULAR CANCER IS THE NUMBER 1 CANCER IN YOUNG MEN. IT’S A SUBJECT MEN LIKE TO AVOID - EVEN THOUGH IT COULD SAVE THEIR LIFE: IT’S 97% CURABLE WHEN DETECTED EARLY. LUCKILY, WE KNEW WHERE WE COULD REACH THEM... FOR THE FIRST TIME EVER, AN ACTUAL PORNO WAS INTERRUPTED BY A PUBLIC HEALTH MESSAGE. IN THE MIDDLE OF GAME OF BALLS, OUR PORN STAR STOPPED, TURNED TO THE VIEWER, AND TAUGHT HIM HOW TO CHECK HIMSELF - DEMONSTRATING ON HER CO-STAR’S PRIVATES.
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THE STRATEGY :
YOUNG MEN ARE THE MOST AT RISK, AND A HIGH PERCENTAGE OF THEM WATCH ADULT FILMS ONLINE (70% IN AUSTRALIA, ACCORDING TO SYDNEY UNI). SO WE KNEW THAT PORN SITES WERE A MEDIUM WHERE WE COULD REACH THEM IN PRIVATE, AND GET OUR MESSAGE THROUGH. AND BECAUSE AUSTRALIAN MEN ARE 21% MORE LIKELY TO GET TESTICULAR CANCER THAN THE WORLD AVERAGE, WE DIRECTED MEN TO THE BLUE BALL FOUNDATION, AN AUSTRALIAN AWARENESS CHARITY.
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THE EXECUTION :
WE PARTNERED WITH DIGITAL PLAYGROUND, ONE OF THE BIGGEST ADULT FILM STUDIOS, TO BE PART OF THEIR BIGGEST RELEASE OF THE YEAR, A TRIBUTE TO THE WORLD’S BIGGEST TV SHOW... AS GAME OF THRONES SEASON 5 HIT THE NET, SO DID GAME OF BALLS – ACROSS A NUMBER OF FREE PORN MEDIA. BOTH FILMS GOT SWEPT UP IN THE GLOBAL DOWNLOAD FRENZY, AS PORN MEDIA AND TORRENT SITES WORKED TOGETHER ORGANICALLY - SPREADING OUR MESSAGE ACROSS THE PORNWEB.
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THE RESULT :
WE LITERALLY CAUGHT MEN WITH THEIR PANTS DOWN. OUR MEDIA IDEA SPREAD ORGANICALLY ACROSS THE NET, WITH 1.5+ MILLION VIEWS IN 4 WEEKS, 2.5+ MILLION IN 6 WEEKS, AND NOW REACHING 15+ MILLION AND COUNTING... ABOUT 3 MILLION OF THESE VIEWS CAME FROM MEN DISCOVERING OUR MESSAGE DURING THEIR NATURAL VIEWING HABITS. THESE NUMBERS WERE THEN SIGNIFICANTLY BOOSTED BY TORRENT SHARING DURING THE GAME OF THRONES SEASON 5 ILLEGAL DOWNLOAD FRENZY (AROUND LAUNCH, ON APRIL 12) ACCOUNTING FOR ABOUT 3+ MILLION MORE VIEWS.
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URL :
http://playwithyourself.org
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