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Group Creative Director



TCS®
Highlight Your Balls



Men don’t watch health tutorials
about checking their balls.

But they do watch
free kicks, penalties, corners,
and goals on repeat.

So we turned football’s
most replayed balls into reminders
to check their own.


There's one moment in every free kick 
the whole defensive wall does instinctively. 
Hands drop. They protect themselves. 
The exact gesture testicular cancer awareness 
has been begging men to make on purpose.

So we placed a mid-roll inside the most-watched free kick highlights on YouTube. 
As the wall lines up, one player does a quick self-check before he braces for the shot. 
Same moment. Same instinct. One small difference that could save his life.

We didn't interrupt football to talk about health. 
We found the health message already hiding inside the football.





Agency:

FP7 McCann

Role:

Associate Creative Director
Art Director