ReThink Breast Cancer: Boobyball stunt

Rethink Breast Cancer and their fundraising event, Boobyball needed some serious attention for a budget of about zero. To help get that attention, we used a fitting medium that has never been used before for advertising: women’s breasts. Included in this group of models with headlines on them about the cause are actual breast cancer survivors. People need to talk about breast cancer and this was a way to fuel that conversation. The stunt was on every major news station in Toronto, and in all of the major newspapers. It’s exploding on facebook and twitter as well-in part because of Howie Mandel who was simply walking by. He promptly tweeted the idea to 300,000 people. Advertising Agency: CP+B, Toronto, Canada Creative Directors: Aaron Starkman, Michael Murray, Darren Richardson Art Director: Gail Pak Copywriters: Neil Blewett, Freddy Nduna Producer: Jen Dark