Winning man reminder

Rethink Breast Cancer wins at TED.
rethink bc

This ad for Rethink Breast Cancer, care of Toronto-based John St., is standing in some pretty good company. It was named one of TED’s top 10 global ads worth spreading at the annual TED conference in Long Beach, California. The winners were picked by virtue of their ability to break the mould through longer-form idea-based storytelling. The ad, an instructional video, promotes an app that Rethink Breast Cancer and John St. developed for Breast Cancer Awareness Month, reminding women to give their breasts some TLC (touch, look, check). The app uses hot guys to encourage them to check for anything out of the ordinary. Users can select a guy of their choice – from The Boy Next Door to The Player – to appear on their phone and remind them, in a flirty way, to give their breasts some attention. The app also includes info on how to detect breast cancer early and allows users to set reminders for doctor’s appointments.


advertiser: Rethink Breast Cancer
agency: John St.
CDs: Angus Tucker, Stephen Jurisic
ADs: Cheryl Geonanga, Junoh Kim, Denver Eastman
copywriters: Craig Lobban, Joe Vu, Lucy Foster-Friesen
team leaders: Stephanie Hurst, Melissa Tobenstein
account executive: Madison Papple
digital producer: Cas Binnington
digital strategist: Nicole Polivka
broadcast producers: Michelle Orlando, Christine Stephens
developers: Marc Cattapan / Endloop Studios
prodco: Spy Films
director: John Grammatico
executive producer: Luc Frappier
line producer: Peter Oad
editorial: Steve Manz, Relish
VFX: Justin Lee and Lev Bravo, 567vfx
audio/music director: Joey Serlin, Vapor Music
photography: Scott Ramsay