Fondazione Veronesi Ambient, Digital, Case study The Lucky Touch by McCann Rome

The Lucky Touch

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Industry Against Cancer
Media Ambient, Digital, Interactive & Mobile, Case study
Market Italy
Agency McCann Rome
Executive Creative Director Alessandro Sabini
Creative Director Alessandro Sabini
Art Director Paolo Rubino
Copywriter Chiara Castiglioni
Released May 2017


Golden Drum 2017
OOH (out of home) Social & charity Silver Drum

Credits & Description

Advertiser: Fondazione Veronesi
Brand Name: Fondazione Veronesi
Product/service: Testicular Cancer Awareness Campaign
Campaign Name: The Lucky Touch
Country: Italy
Agency: Mccann Worldgroup Italy
Agency Network: Mccann Worldgroup
Executive Creative Director: Alessandro Sabini
Creative Director: Alessandro Sabini
Art Director: Paolo Rubino
Copywriter: Chiara Castiglioni
Illustrator: Emil Sellström - Pink Salt
Production Company: Haibun/fabbricavirali
Director: Nic Bello - Haibun/fabbricavirali
Music: Massimiliano Pelan - Music Composer
Agency Producer: Michele Virgilio - Head Of Production - Mccann Worldgroup Italy
Url: Https://
Other Credits: Gaston Guetmonovitch - Creative Director/mccann Worldgroup.
Gaetano Del Pizzo - Creative Director/mccann Worldgroup.marco Zilioli - Art Director/mccann Worldgroup.
Andrea Gessa - Art Director-web Designer/mccann Worldgroup.
Mario Esposito - Copywriter-digital/mrm//mccann.
Riccardo Daverio - Digital Art Director/mrm//mccann.
Mirko Schillaci - Head Of Social/reprise Media Italy.
Cesare Fracca - Ceo/executive Producer/haibun/fabbricavirali.
Francesca Valenti - Producer/haibun/fabbricavirali.
Beatrice Cardile - Founder/director/pink Salt.
Eugenio Ornes - Art Director/producer/pink Salt.
Lorenzo Ferrario - Sound Engineer/foxtrot.
Marco Battiloro - Editor/haibun/fabbricavirali.
Miriam Castagnetti - Animation/thats Motion
Creative idea explanation:
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.