| Title | The Lucky Touch |
| Agency | McCann Worldgroup Italy |
| Campaign | The Lucky Touch |
| Advertiser | Fondazione Veronesi |
| Brand | Fondazione Veronesi |
| Posted | November 2017 |
| Business Sector | Disease Awareness, Support Groups & Associations |
| Story | Italy is a very superstitious country and the most popular gesture to keep bad luck away among men is touch their balls. Especially when they see an empty hearse passing by. So we drove a real one around Rome, to provoke men’s reaction and therefore to draw attention on testicular self-palpation topic. We then made a video of this“experiment” and we spread it on the web, to bring the awareness to the widest level. Moreover, the video linked to a website featuring a tutorial on how to perform a proper self-examination. |
| Media Type | Television & Cinema |
| Length | |
| Copywriter | Chiara Castiglioni |
| Executive Creative Director | Alessandro Sabini |
| Creative Director | Alessandro Sabini |
| Art Director | Paolo Rubino |
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