| Title | GAME OF BALLS |
| Brand | BLUE BALL FOUNDATION |
| Product / Service | TESTICULAR CANCER AWARENESS |
| Category | A08. Use of Branded Content & Sponsorship |
| Entrant | M&C SAATCHI Sydney, AUSTRALIA |
| Entrant Company | M&C SAATCHI Sydney, AUSTRALIA |
| Advertising Agency | M&C SAATCHI Sydney, AUSTRALIA |
| PR Agency | BANG PR Sydney, AUSTRALIA |
| Production Company | DIGITAL PLAYGROUND Los Angeles, USA |
| Name | Company | Position |
|---|---|---|
| Ben Welsh | M&C Saatchi | Executive Creative Director |
| Ant Melder | M&C Saatchi | Creative Director |
| Josh Bryer | M&C Saatchi | Writer |
| David Jackson | M&C Saatchi | Art Director |
| Annalise Brown | Bang PR | Managing Director |
| Peta Frost | Bang PR | Account Manager |
| Zoe Finlayson | Bang PR | Account Executive |
| Matt Porter | M&C Saatchi | PR Manager |
| Jaimes Leggett | M&C Saatchi | CEO |
| Jeanette Li | Digital Playground | Marketing & PR Coordinator |
| Jakodema | Digital Playground | Director |
| Jamie Morgan | Blue Ball Foundation | Founder |
| Andy DiLallo | M&C Saatchi | Chief Creative Officer |
Testicular cancer is the number 1 cancer in young men. It’s a subject men like to avoid - even though it could save their life: it’s 97% curable when detected early. Luckily, we knew where we could reach them... For the first time ever, an actual porno was interrupted by a public health message. In the middle of GAME OF BALLS, our porn star stopped, turned to the viewer, and taught him how to check himself - demonstrating on her co-star’s privates.
We literally caught men with their pants down. Our media idea spread organically across the net, with 1.5+ million views in 4 weeks, 2.5+ million in 6 weeks, and reaching 6+ million and counting... About 3 millions of these views came from men discovering our message during their natural viewing habits. These numbers were then significantly boosted by torrent sharing during the Game of Thrones Season 5 illegal download frenzy (around launch, on April 12) accounting for about 3+ million more views. GAME OF BALLS is now one of the most-watched films on the pornweb. As we hoped, the global awareness has filtered through to Australia. And it’s still saving lives, the world over.
We partnered with Digital Playground, one of the biggest adult film studios, to be part of their biggest release of the year, a tribute to the world’s biggest TV show... As Game of Thrones Season 5 hit the net, so did GAME OF BALLS – across a number of free porn media. Both films got swept up in the global download frenzy, as porn media and torrent sites worked together organically - spreading our message across the pornweb.
Young men are the most at risk, and a high percentage of them watch adult films online (70% in Australia, according to Sydney Uni). So we knew that porn sites were a medium where we could reach them in private, and get our message through. And because Australian men are 21% more likely to get testicular cancer than the world average, we directed men to the Blue Ball Foundation, an Australian awareness charity.