Reaching your customers ‘where they live’ is a precondition of creative excellence. So how do you connect with a global audience of 16-24-year-old males, encouraging them to check their testicles regularly and act when they notice a change? One option is to embed your message into a video game that’s got 250 million registered users and 78% of them are your target demographic. That might just work, right? It certainly worked for Sudler Milan art directors Luisa Ziravello Gomes and Alberto Tolomelli, whose award-winning idea has just scooped the Young Lions Health prize at Cannes 2019. The Brazilian/Italian combo – who describe themselves as an ‘unusual explosive mix’ – are thrilled by their achievement. Here’s what they think about their Young Lions experience...
Q> What motivated you to take part in Young Lions?
Luisa Ziravello Gomes> Young Lions is recognised all over the world as a benchmark for emerging creative talent. Having the opportunity to test ourselves against some of the best young creatives out there is really motivational – and the creative process is too. Working together with Alberto allowed us to share our experience, our knowledge and our ideas to create something we’re really proud of.
Alberto Tolomelli> Creativity in health is so important. Our job is to explain serious health conditions in ways that people can understand and relate to – and make sure those messages reach people as they go about their daily lives. Young Lions is a great way to measure the effectiveness of our creativity. We were both super excited to dive in and give it our all. We loved the brief.
Q> What was that brief?
Luisa> The task, set by the Movember Foundation, was to create an awareness campaign to help young men understand, recognise and respond to signs of testicular cancer. We needed to explain to 16-24-year-olds that regular self-examination could save their lives – and show them how to do it. Our challenge was to do this in an interesting way!
Q> What was your idea?
Luisa> Our idea was inspired by a video that showed men how to self-examine. We noticed that the simple technique – a circular gesture – reminded us of how gamers use the controllers for consoles like PlayStation and Xbox. This seemed an ideal and familiar mechanism to demonstrate the technique. We jumped into the video gaming world and looked for the right channel to connect with our target.
Alberto> We chose Fortnite, one of the most-played video games out there. It’s got 250 million registered users and 78% of them are between 16 and 24 years old. It was perfect for us. Interestingly, Fortnite isn’t just about shooting things, it’s become a cultural phenomenon, famous for funny dances. This gave us a great idea: to translate our serious message about disease prevention into a fun dancing game. The ‘Dancing Takes Balls’ idea was born!
Luisa> Our proposal is to partner with Fortnite to embed our special dance into the game – so that all 250 million players will, at some point when they win a challenge, see these dancing figures performing the ‘self-examination gesture’.
Q> How did it feel to win?
Alberto> Amazing! We were really proud of the work we’d submitted and convinced that the idea could work – but for it to win was way beyond our expectations. We are so happy.
Luisa> We were delighted just to be participating. But to win the Young Lions Health award?! It’s emotionally priceless. It’s a great motivation to do better every day to stimulate exceptional creative in health.