The Lucky Touch Agency: McCann Worldgroup Italy Advertiser: Fondazione Veronesi Group: C OOH (out of home)
Shortlist,Silver Drum
The Lucky Touch

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.

Fondazione Veronesi
Agency network:
Campaign name:
The Lucky Touch
Brand name:
Fondazione Veronesi
Testicular cancer awareness campaign
Executive Creative Director:
Alessandro Sabini
Creative Director:
Alessandro Sabini
Art Director:
Paolo Rubino
Chiara Castiglioni
Emil Sellström - Pink Salt
Production company:
Nic Bello - Haibun/Fabbricavirali
Massimiliano Pelan - Music Composer
Agency Producer:
Michele Virgilio - Head of Production - McCann Worldgroup Italy
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/That's Motion