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  • AWARDS :
    GOLD
  • SUB CATEGORY :
    BEST USE OF INTERNET/ONLINE ADVERTISING
  • COMPANY ENTERING :
    M&C SAATCHI, SYDNEY
  • ENTRY TITLE :
    GAME OF BALLS
  • BRAND :
    TESTICULAR CANCER AWARENESS
  • ADVERTISER :
    BLUE BALL FOUNDATION
  • AGENCY :
    M&C SAATCHI, SYDNEY/BANG PR, SYDNEY
  • MANAGING DIRECTOR :
    ANNALISE BROWN (BANG PR)
  • CHIEF CREATIVE OFFICER :
    ANDY DILALLO
  • EXECUTIVE CREATIVE DIRECTOR :
    BEN WELSH
  • CREATIVE DIRECTOR :
    ANT MELDER
  • COPYWRITER :
    JOSH BRYER
  • ART DIRECTOR :
    DAVID JACKSON
  • ACCOUNT MANAGER :
    PETA FROST
  • FILM PRODUCTION COMPANY :
    DIGITAL PLAYGROUND, LOS ANGELES
  • DIRECTOR :
    JAKODEMA
  • 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.
  • 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.
  • 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.
  • 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.
  • URL :
    http://playwithyourself.org