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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.
This NSFW professional campaign titled 'Boobyball stunt' was published in Canada in October, 2011. It was created for the brand: ReThink Breast Cancer, by ad agency: Crispin Porter + Bogusky. This Ambient medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 12 years ago.
Advertising Agency: CP+B, Toronto, Canada
Creative Directors: Aaron Starkman, Michael Murray, Darren Richardson
Art Director: Gail Pak
Copywriters: Neil Blewett, Freddy Nduna
Producer: Jen Dark