THE LUCKY TOUCH
A call to action promo to promote knowledge and raise awareness around prevention of testicle cancer.
Lucky Touch (knowing that in Italy men touch their own balls as gesture to push bad luck away), if you know how to do it can ALSO prevent testicle’s cancer. Tocchiamoci aka Touch Yourself will go all around the country (Italy) and it’s getting into your town soon.
Agency: McCann Worldgroup Italy
Advertiser: Fondazione Veronesi
Talent: Emil Sellström
BRONZE: ADCI Awards | Category: Social Media Campagna Non Profit & Direct Marketing - Digital e Social Media Non Profit
Italy is a very superstitious country and the most popular gesture to keep bad luck away among men is touch their balls. Especially when they see an empty hearse passing by. So we drove a real one around Rome, to provoke men’s reaction and therefore to draw attention on testicular self-palpation topic. We then made a video of this “experiment” and we spread it on the web, to bring the awareness to the widest level. Moreover, the video linked to a website featuring a tutorial on how to perform a proper self-examination.
The campaign became viral on social media, getting many Italian men to self-examine themselves following our online tutorial, in a month it reached 205,000 views and urological check-ups increased by 54%.
Replace all On-Air and Off-Air branding elements for the DaVinci Learning kids brand. The primary objective was to deliver a dynamic re-brand solution for Da Vinci Learning Channel Kids brand. This solution must make the Channel more contemporary and relevant.
Logo: The first decision we made was to drop “Learning” and replace it with “Kids” This immediately makes it clear that this is a kids property, but also leaves the way open to rebrand the evening block, if needed. We have taken the Futura font from the existing logo, and redrawn it to be bolder and more fun Corners have been rounded and spacing adjusted. The shell has also been made abstract, using a spiral of triangles, creating a much more graphic look, but also creating elements that can be used through the branding.
Promo elements: The spiral of triangles used in the logo are repeated in the promo elements. Only here they are used as a device for holding text or images. We visualized a Lower Third, a half-screen Overlay and a full screen End Page. Graphic layers can be applied by the promo producer in editing software (Premiere, Avid, Final Cut), so they can see exactly where they will be placed and choose clips accordingly. Text will added at the Broadcast stage, as before.