Prostate Cancer Canada: advert-body-2 by McCann Canada
- Location:
In order to raise awareness and encourage men to get checked for prostate cancer, Prostate Cancer Canada is testing the ‘Famous Fingers Collection’, a line of latex gloves modeled after famous people to research which men prefer. Famous fingers like that of Babe Ruth, Otis Redding, Abraham Lincoln and others are seen in a humorous video where four men are bent over being examined by doctors.
In the video, the men are subjected to the different ‘historic’ gloves to varying degrees of feedback. When Frankenstein is inserted, one man says, “surprisingly sensitive”, while a response to Babe Ruth is “it feels like it’s all over the place.” All are in agreeance on Winston Churchill being comfortable, while Thor elicited the query “is that two fingers?”
A voice over asks, “is there a finger famous enough to get you tested?” It ends with a shot of the collection of hand models of various famous fingers, with the tag states, “It just might save your life.”
The collection of fingers can be viewed at famousfingers.ca and is designed to trigger a broader discussion around a serious topic that men traditionally prefer to avoid.
The multi-platform integrated campaign consists of digital video, newspaper, posters, radio, PR and social all driving to famousfingers.ca using the hashtag #famousfingers.
Credits
Client: Prostate Cancer Canada
Campaign: Famous Fingers Collection
Agency: McCann Canada
Chief Creative Officer: Darren Clarke
Executive Creative Director: Josh Stein
Art Director(s): Chris Paleczny (Associate Creative Director), Scott Johnson (Creative Director)
Writer(s): Taylor McCarthy (Associate Creative Director)
Media Strategist: Tamara Dawson/Cordell Vos
Public Relations: Caroline Murphy
Client: Prostate Cancer Canada
Account Team: Sarah Lostracco/ Susan Huggett
Producer: Jacqueline Bellmore
Chief Strategy Officer: Dustin Rideout
Graphic Artist: Jean-Pierre Goulet
Production Houses: Partners Films (Ben Hurst (Director), Dave Thomas (Director), Gigi Realini (Executive Producer), Andre Fitsialos (Line Producer), Mikhail Petrenko (DOP)
Saints Editorial (Griff Henderson (Editor), Morgan Campbell (Assistant Editor), Michelle Rich (Executive Producer)
Alter Ego Inc (Clinton Homuth (Colourist), Erik Bayley (Colour Assistant), David Whiteson (VFX Artist), Sebastian Boros (VFX Assistant), Katie Methot (Producer), Hilda Pereira (Executive Producer)
Audio House: Grayson Matthews (Kelly McCluskey (Executive Producer), Tom Westin (Director), Brian Bernard (Engineer), Chris Masson Engineer))
Photography: Fuze Reps (Adrian Armstrong (Photographer), Daniela Favot (Executive Producer), Ian Perch (Assistant)
Casting: Boombox Sound, Mann Casting
