Description:

Brief and Context:

Testicular cancer is the most common cancer amongst young men aged 18-39. Each year in Aotearoa, 175 men are diagnosed with the disease and 8 will die from it. Globally, over 9,000 die. The good news is, if you find lumps early, it is almost always curable. Trouble is self-check rates are low.

The Idea:

We reminded guys of a truth they innately and universally know – it’s fun to play with balls.

The Fondle Filter is a Snapchat AR lens that turns any ball-shaped object into testicles, encouraging guys to play with their own.

By intentionally removing the weight of the issue, the Fondle Filter uses unexpected design and humour to engage in a fresh way. Guys can now turn any ball-shape into a handful of fun – which could turn out to be a lifesaver.

Results:

3.2 million plays on Snapchat
100K shares
1.4 million impressions
+ $500K media exposure

User Experience:

By scanning the custom Snapcode or tapping social AV, users are instantly taken to the Fondle Filter experience. Once there, they simply use the camera to find something round, which triggers the interactive balls for them to start playing with.

The Fondle Filter is designed to live within the world of Snapchat with an organic and authentic look. The testicles react to movement of hands; changing colour, bulging, and swinging side-to-side, back and forth.

Once users have had their fun, they can tap through to testicular.org.nz to find out how to properly check for lumps.

Design:

The overall colour palette is intentionally bright and loud, creating a look and feel that’s the opposite of how testicular cancer is often portrayed. Where others go heavy or overtly masculine, we went playful and candy-like.

The balls are bright and vibrant with three different colour-ways. Each testicle changes colour when played with, further adding to the fun of it all.

The look and feel was consistently applied across all mediums, from the Fondle Filter itself through to the cheeky OOH.

On billboards and posters, sports-ball imagery was used to have a laugh and create intrigue about what would be found on the Fondle Filter, while clearly acknowledging it was all about testicles.

Execution:

The Fondle Filter was activated across multiple channels including Snapchat, VOD and broadcast AV, live sports and OOH. The design of the testicles was crafted in 3D animation, before being recreated within the Snap Studio environment. The testicles react to movement of hands by using chain-physics to stay in place as the mobile moves around.