In 2021, Movember’s annual testicular cancer awareness campaign sought to steal and hold the attention of 20-30-year-olds. We wanted them to learn two things: that testicular cancer is the #1 cancer in young men, and how Movember can help them learn what’s normal and what’s not when it comes to their nuts.
We kept it simple. Using a sneaky nutsack-like pear accompanied by clear, bold taglines. For the campaign’s centrepiece, we created a 30-second film (with shorter social cuts) to run on social media and feature on Movember’s homepage across every market. As Creative Lead on the project, I was stoked to see my concept and script come to life in the video (and while my rogue eggplant caused a stir internally, I was able to preserve his blink-and-you’ll-miss-it nanosecond of glory).
On top of all that, I got to keep one of our 3D printed pearsacks, which now sits weirdly, awkwardly and wonderfully on my living room sideboard.