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JONATHANDDCRUZ@GMAIL.COM
  CREATIVE DIRECTOR  ·  ART 

TCS
︎︎︎Highlight Your Balls

Men don't like to watch videos about performing self-checks for testicular cancer. However, they are fans of football highlights, especially when players instinctively protect their groins during free kicks. To reach this audience, we placed a mid-roll in the most viewed YouTube videos about free kicks, showcasing a player doing a quick testicular cancer self-check as he sets up to block a kick.

We effectively hijacked these football highlight moments to spread an important health message.



Agency: FP7 McCann | Role: Associate Creative Director, Art Direction.


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