SAXX, a Vancouver-based brand of premium men’s underwear, had built a large and devoted following in Canada around their patented “Ballpark Pouch,” a hammock-shaped compartment designed to comfortably secure a man's man-parts. They were looking to grow their brand in the US, where they had distribution but low awareness. We uncovered that while American guys spend thousands a year on self-care products like nice clothing, sports equipment and craft beer, most guys don’t spend much or think about their underwear. They stick with the habits they developed when they were younger, even as they evolve in other aspects of their lives. A whopping 75% of American men wear sub-par underwear, which is unfortunate since a man's underwear is what holds his most sensitive, delicate body parts: his balls. So we encouraged SAXX to position their underwear not just as underwear, like most of their competitors, but as a form of self-care. But for men's balls. We created the “How A Gentleman Treats His Balls” campaign to get both men and their significant others to realize that ball care is self-care too. And if they’re not wearing underwear that properly cares for their balls, then they’re not properly caring for themselves. Since "balls" are inherently funny and low-brow, it was important to treat them with sophistication - yet with a bluntness that made them stop and question their choices. It was also important to define “gentleman” in a modern sense, as the world has culturally evolved from traditional “manliness.” So we cast a “gentlewoman” to be the source of wisdom on ballcare (a nod to SAXX being a female-run company), and portrayed our gentlemen not necessarily as “manly men,” but as evolved men who know how to care for things that matter to them. The integrated campaign ran in OTT/Streaming, digital and OOH in SAXX test markets, along with an activation around March Madness, the time of year most men choose to get vasectomies - A “VaSAXXtomy” Registry, allowing men getting a vasectomy to sign up for different SAXX products and other fun gifts to keep their balls comfortable, with a film featuring former Duke champion/NBA player Carlos Boozer.