DUCKING CANCER
FUTURE LIONS 2025
THE BRIEF:
Connect an audience to a product or service in a way that wasn’t possible three years ago.
THE INNOVATION:
Prostate cancer is one of the most common forms of cancer among men. Last year, new advancements in science have enabled urine samples to effectively detect early stages of prostate cancer.
The later prostate cancer is detected, the more dangerous and difficult it is to treat. Men can carry the cancer for a long time without noticing any symptoms.
The new formula in Duck’s Freshdiscs detects anomalies in the urine. If the user has early stages of prostate cancer, the liquid in the toilet bowl will react and change colour to purple. Alerting him to contact his doctor for further examination.
Ducking cancer has never been easier. Just take a leak.
Art Director: Viktor Ekmark
Copywriter: Alice Rylander