Rethink Breast Cancer: Boobyball stun by Crispin Porter + Bogusky Toronto for Boobyball

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Rethink Breast Cancer: Boobyball stun

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Industry Against Cancer
Media Ambient, Digital, Interactive & Mobile
Market Canada
Agency Crispin Porter + Bogusky Toronto
Creative Director Darren Richardson, Acd - Michael Murray, Aaron Starkman
Art Director Gail Pak
Copywriter Neil Blewett, Freddy Nduna
Producer Jen Dark
Released October 2011

Credits & Description

Rethink Breast Cancer and their fundraising event, Boobyball needed some serious attention for a budget of about zero. To help get that attention, we used a fitting medium that has never been used before for advertising: women's breasts. Included in this group of models with headlines on them about the cause are actual breast cancer survivors. People need to talk about breast cancer and this was a way to fuel that conversation. The stunt was on every major news station in Toronto, and in all of the major newspapers. It's exploding on facebook and twitter as well-in part because of Howie Mandel who was simply walking by. He promptly tweeted the idea to 300,000 people.

Category: Charities & appeals
Client: Boobyball
Agency: CP+B Toronto
Country: Canada
Creative Director: Aaron Starkman
Creative Director: michael murray
Creative Director: Darren Richardson
Art Director: Gail Pak
Copywriter: neil blewett
Copywriter: Freddy Nduna
Producer: Jen Dark