The One Show
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Category
Events / In-Person
Annual ID
OS23_EX037M
About the Work
After the testicular cancer diagnoses of Borussia Dortmund’s newly signed football star Sébastien Haller and three other Bundesliga players, this disease has recently been put in the spotlight.
In Germany, around 4,000 men are diagnosed with this malignant tumor every year.
But while it’s quite normal for women to go for breast cancer screening, urologist check-ups are still literally a no-go for most men. Time to break these taboos.
To raise awareness for this important topic, we created a stunt in a place, where we could reach a huge amount of men: The Signal Iduna Park, legendary homeground of Borussia Dortmund.
And we found a date that couldn’t be more appropriate: February 4th – World Cancer Day and home starting-eleven comeback of Sébastien Haller against SC Freiburg.
Before kick-off, we added a big bump on the center circle in the stadium to symbolize a testicular tumor, creating a giant irritating image which sparked speculation immediately: fans shared photos and created memes and media around the world covered our center circle.
After the buzz reached its peak, we resolved everything at half-time: in a video Haller and groundskeeper Willi Droste called on men to screen themselves regularly, revealing our motto: ‘A hand ball that could save your life’. Then, urologists educated the fans in interviews – in the stadium and on TV.
The media buzz was enormous: from Dortmund to Rio, sports publishers and TV stations around the world featured our experiential stunt and on social media our bump became trending topic. Thus generating an outstanding earned media volume of €2.200.000 with a total budget of only €2,500.
But even more importantly is that our stunt created the desired effect: urologist slots at Borussia’s test center were fully booked after a short time, making our story literally go full circle.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Accenture Song Germany / Hamburg
Client / Brand
Borussia Dortmund / Dortmund
Art Director
Simon Herret
Copywriter
Rasesh Patkar
Director of Photography
Alexander Hildenberg
Executive Creative Director
Christoph Bielefeldt
Agency Producer
Jan-Ole Brendel
Senior Account Director
Yannick Maser
Senior Copywriter
Tim Bolte
Account Manager
János Dunai
Agency Producer / Post Producer
Ole Brand
Art Producing
Martin Piechotta
Creative Director Art
Michael Hülsbeck
Director of Marketing & Digitalization
Alexander Mühl
Executive Director Sports
Holger Hansen
Head of Marketing
Marius Happe
Junior Art Director
Roos Mehrtens
Junior Copywriter
Erik Baeßmann
Managing Director Creation
Fabian Frese
Team Lead Brand Management
Kim Wölfel
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