(Is it weird that people with no pants can be frequently seen on my bus?)While some agencies choose to show skin based on the fact that it will make people turn their heads, this campaign idea for the CCAC makes showing people's "cabooses" relevant. Along with the advertising, which ranged from print, TV, out of home and online, a micro site and Facebook page were created encouraging people to post photocopies of their "seat cushions" to spread awareness about this disease.
Whether people actually sent in photocopies of their "ba-donka-donks" or not, this "cheeky" (I'm sorry if someone's made this joke before, ugh) concept that Ogilvy Montreal developed was refreshingly creative and a step in the right direction to get younger audiences to listen to what the CCAC had to say.
But, with colorectal cancer affecting people when they start creeping around the age of 50, one could ask if this is an effective campaign for the older audience that this disease directly affects. I say yes. Some may say that older people would be put off by this youthful campaign of exhibitionism, but I think it makes a serious topic less intimidating to approach. Even if some business executive didn't put his "rucksack of cottage cheese" on the glass to share with the world, I'm sure he appreciated the friendly reminder. And that's my final rebuttal.
Maybe this year, they should play off of this:
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