ADC Awards
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Category
Advertising / Direct
Annual ID
ADC104_PHW009S
Background
De Alba Cancer Foundation is a non-profit organization that works to reduce the social impact of
cancer in México, providing support to people with cancer in a state of social and economic
vulnerability, so that they receive the medical care they need and generate health promotion
and cancer prevention programs.
Concerned about the situation of testicular cancer in Mexico, which registers more than 3,337
new cases every year and is the second most lethal type of cancer in men between 15 and 35
years old, the foundation needed to help young men become aware of timely diagnosis and
have a faster and more accessible diagnostic method.
The objectives:
Promote early diagnosis to reduce testicular cancer’s social impact.
Generate relevant content for the target.
Generate a culture of prevention that positively impacts men's health.
cancer in México, providing support to people with cancer in a state of social and economic
vulnerability, so that they receive the medical care they need and generate health promotion
and cancer prevention programs.
Concerned about the situation of testicular cancer in Mexico, which registers more than 3,337
new cases every year and is the second most lethal type of cancer in men between 15 and 35
years old, the foundation needed to help young men become aware of timely diagnosis and
have a faster and more accessible diagnostic method.
The objectives:
Promote early diagnosis to reduce testicular cancer’s social impact.
Generate relevant content for the target.
Generate a culture of prevention that positively impacts men's health.
Creative Idea
The story begins with an anomaly: a young British man, facing the unexpected result of a positive pregnancy test. This seemingly impossible outcome unlocked a vital secret: certain testicular cancers cleverly mimic pregnancy, releasing the same hormone detected by standard tests. This shared hormonal fingerprint, typically reserved for embryonic development, became the foundation for a revolutionary idea. The De Alba Foundation, recognizing the potential, conceived "Test-icles," a campaign designed to empower men with a simple, accessible screening tool. By harnessing the readily available pregnancy test, "Test-icles" encourages proactive health management, urging men to seek expert medical evaluation should the test reveal an unexpected, pregnancy-like signal.
Insights & Strategy
Test-icles was focused on Mexican men between 15 and 35 years old, the population with the
highest risk of testicular cancer.
The campaign included market research to determine the preferences and behaviors of this
target, as well as to identify the reasons why 50% of testicular cancer cases occur in very
advanced stages. The result: young men are ashamed to examine themselves and do not like to
go to the doctor.
So, the focus was on generating a differentiated experience around detection, including a
humoristic and challenging tone of voice.
highest risk of testicular cancer.
The campaign included market research to determine the preferences and behaviors of this
target, as well as to identify the reasons why 50% of testicular cancer cases occur in very
advanced stages. The result: young men are ashamed to examine themselves and do not like to
go to the doctor.
So, the focus was on generating a differentiated experience around detection, including a
humoristic and challenging tone of voice.
Execution
The campaign started in early April 2024 with the creation of Tano & Nato, two 3D animated
characters inspired by the word “Tanates”
, a popular word for testicles in Mexico. These
characters embodied the fears, shame, and insecurities of the target audience through
humorous scenarios depicted in short videos and phrases laden with double entendre,
mimicking the banter often shared among young men.
On April 1st, 2024, the campaign was officially launched across out-of-home (OOH), digital, and
social media platforms. All efforts were concentrated on directing traffic to testicles.mx, where
everyone could access information about the disease, locate medical resources, and learn how
pregnancy tests could aid in diagnosis.
Simultaneously, over 56 influencers received pregnancy test kits to promote testing or
encourage others to do so, generating widespread discussion.
Subsequently, the campaign was showcased to 34 national and international media outlets,
amplifying its impact and sparking conversations on a global scale.
characters inspired by the word “Tanates”
, a popular word for testicles in Mexico. These
characters embodied the fears, shame, and insecurities of the target audience through
humorous scenarios depicted in short videos and phrases laden with double entendre,
mimicking the banter often shared among young men.
On April 1st, 2024, the campaign was officially launched across out-of-home (OOH), digital, and
social media platforms. All efforts were concentrated on directing traffic to testicles.mx, where
everyone could access information about the disease, locate medical resources, and learn how
pregnancy tests could aid in diagnosis.
Simultaneously, over 56 influencers received pregnancy test kits to promote testing or
encourage others to do so, generating widespread discussion.
Subsequently, the campaign was showcased to 34 national and international media outlets,
amplifying its impact and sparking conversations on a global scale.
Results
Test-icles has generated significant attention and has gained wide reach and acceptance among
men aged 15 to 35. With a donated media budget of close to $17,000 USD, the collaboration of
more than 56 influencers, and organic social posts, the campaign reached 17,532,873
impressions, 36,049 interactions, and 19,878 website visits in its first month.
The message was amplified by more than 34 media, making it present throughout Latin
America, the United States, and some countries in Europe, Asia, and Oceania. Transforming
something that until now was used exclusively to find out if a woman was pregnant, Test-icles
has created a new diagnostic method and continues increasing the engagement of young
people in the early detection of testicular cancer.
Even the ease and low cost of this method is beginning to be evaluated in other emerging
economies for its implementation.
men aged 15 to 35. With a donated media budget of close to $17,000 USD, the collaboration of
more than 56 influencers, and organic social posts, the campaign reached 17,532,873
impressions, 36,049 interactions, and 19,878 website visits in its first month.
The message was amplified by more than 34 media, making it present throughout Latin
America, the United States, and some countries in Europe, Asia, and Oceania. Transforming
something that until now was used exclusively to find out if a woman was pregnant, Test-icles
has created a new diagnostic method and continues increasing the engagement of young
people in the early detection of testicular cancer.
Even the ease and low cost of this method is beginning to be evaluated in other emerging
economies for its implementation.
2025 Awards
Total Points: 21
Silver Cube
Credits
Agency
Ogilvy Mexico / Mexico City
Ogilvy Health / New York
Production Company
Believe.TV / Santiago de Chile
Music / Sound Production Company
Estudios Machina
Chief Creative Officer
Keka Morelle
Liz Taylor
Rafael Reina
Renata Maia
Copywriter
Francisco "Curi" Miranda
Group Creative Director
Marcela "Mashe" Estrada
Motion Designer
Izamary Ramírez
Producer
Alejandra Rodríguez
Deputy Chief Creative Officer, Worldwide
Joe Sciarrotta
Senior Art Director
Uriel Sánchez Cureño
Account Business Lead
Rebeca Ríos
Account Director
David Ontiveros
Back End Senior
Carlos Martínez
Chief Executive Officer
Horacio Genolet
Marina Gunther
Verónica Hernández
Director Of Creative Excellence LATAM
Adriana Weinberg
Founder
Rebecca de Alba
Front End
Elena Álvarez
Front End Sr.
Isaac Pozos
General Director
Miryana Pérez
Head Digital Product
Armando Rosas
Head Health & Wellness Mx & Latam
Eileen Dávila
Head of Communications
Paula Santiago
Head of Experience
Laurie King
Head of Influence
Paulina Villanueva
Head Producer
Paulina Villanueva
Investment Executive
Danilo Bucio
Investment Supervisor
Karen Castillejos
Pricing & Investment Director
Juan Pablo Organista
public relations
Marina Piacentini
QA Lead
Verónica Carranza
QA Sr.
Edgar González
Resources Director
Artemisa Couto
Specialist
Dr. Miguel Ángel Álvarez Avitia
Strategic Planning Director
Landy Millán
Voice Talent
Moises Curiel
Olín Garcés
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