TBWA\MCR launches DOOH campaign controlled by a bum

TBWA\MCR has created the world’s first Digital Out of Home (DOOH) advert controlled by a bum for Prost8. The campaign, titled Dodge The Finger, aims to correct the misconception that prostate testing requires a finger examination, highlighting instead that it is a simple blood test.

The campaign was a Gold winner in Ocean Outdoor UK’s annual Digital Creative Competition, which rewards bold ideas in DOOH, and also took the top prize in Ocean’s European Grand Prix, uniting winners from seven markets. Around 12,000 men die from prostate cancer each year, though early detection could reduce fatalities by 40 percent. Dodge The Finger specifically targets men aged 50 and above using humour and interactive gaming to deliver the message.

Interactive DOOH across Europe

The campaign’s centrepiece is a retro-style playable game in which participants control a virtual bum using their own movements, tracked via Ocean’s skeletal tracking technology, to avoid virtual fingers on a large screen. The games will run at Printworks, Manchester on 4 March, and Westfield Stratford City, London on 14 March, timed to coincide with major football matches to reach travelling fans.

The campaign messaging will appear across major European screens, including Amsterdam Leidseplein, The Halo at Westfield Scandinavia in Stockholm, The Iconic at Field’s, Copenhagen, Lepakko in Helsinki, The Centro Lights, Oberhausen, and in London at The Screens @ Canary Wharf, Reuters Plaza, and Landsec’s Piccadilly Lights. Ocean Studio will capture the campaign to create content for social media distribution.

Building on previous success

The work evolves TBWA\MCR’s 2023 campaign The Other Prostate Check, which also sought to dispel misconceptions about prostate examinations. Prost8 focuses on helping men access less invasive prostate cancer treatment.

Lisa Nichols, executive creative director, TBWA\MCR: "To be able to say that you’ve created the world’s first ad controlled by a bum is something any creative agency would jump at. But for the team here at TBWA\MCR to do it for Prost8 and raise awareness around a test that could help save men’s lives is even better. Thanks to a really bold client and Ocean Outdoor’s unique DOOH technology – we’re hopefully going to get more blokes talking about prostate cancer and going for that test. Which is just a blood test guys, so please get tested."

Paul Sayer, founder and CEO of Prost8: "The earlier we catch prostate cancer, the better the treatment. Thanks to the creative brilliance of TBWA\MCR and the extraordinary reach of Ocean Outdoor, allied to a charity changing the face of prostate cancer treatment, Prost8 UK, this campaign will help tens of thousands of men survive prostate cancer better."

Helen Haines, director of strategic projects, Ocean Group: "Challenging misconceptions about prostate checks saves lives, and this level of media exposure broadens the impact significantly beyond the UK. Using humour on Europe’s biggest screens is a powerful way to connect with the men who need to hear this message."

www.tbwamcr.com

www.prost8.org.uk

www.oceanoutdoor.com

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