Grab Your Rocks

PSA/Charity Advertising - Single

2024

Sid Lee , Toronto, ON
w: sidlee.com

VP Executive Creative Director: Jeffrey Da Silva President: Zemina Moosa Creative Director: Matthew Fraracci Senior Copywriter: Jake Hulsebosch Art Director: Raine Calucag Senior Art Director: Yura Lee VP Account Services: Mandi Heidenahl Account Supervisor: Madison Pineo Account Executive: Aadhish Jawalker Senior Project Manager: Anne Simard Head of Content: Jennifer Stack Senior Content Manager: Karen Chau Content Manager: Taylor Stone Content Creator: Edwin Lo Executive Creative Services Director: Kyra Cohen Senior Creative Services Manager: Justin Hewitt Group Strategy Director: Ryan Lacquement Strategy Director: Sumeet Sharma Executive Producer: Ryan Reynolds Producer: Salar Babeiha, Sara Teasdale Production Coordinator: Tofunmi Awonaike Post Production Assisstant: Yehor Vozniuk Post Production Producer: Emily Torontow Senior Motion Designer: Mac Thomson Media Strategist: Marie-Christine Pinochet Media Director: Stephanie Boisvert Lead Creative Developer: Patrick Freedom Mayer Account Manager, PR & Influencer Marketing: Emily Callahan PR Coordinator: Kaïsha Ferres-Oxime Project Manager: Helen Shields Production Designer: Lee Fleming, Ciel Strong Client: Testicular Cancer Canada President & Co-Founder: Alexandre Désy

Active men are the least likely to check for signs of testicular cancer despite being just as likely to get the disease. We turned something active men were doing into a way to check for cancer. GRAB YOUR ROCKS is the world's first rock climbing wall that teaches men how to check for signs of cancer. We made custom rock climbing hand holds that simulate symptoms of testicular cancer and took over a climbing gym with them. As men climbed the walls, they learned how and what to check for.