#TouchYourFootballs is a collaboration between Libero, MullenLowe Colombia, Elis and Colombian Production company Los Notarios
70% of men never check their testicles, even though testicular cancer is the most common cancer amongst men aged 13-45. That’s why during Movember, the Spanish football magazine Libero is using the sport to explain how to perform a self-examination and promote early detection.
In 1991, during a match between Real Madrid and Valladolid, footballer Michel Gonzalez repeatedly squeezed Carlos “El Pibe” Valderrama’s genitals as both teams waited for a corner. Libero hijacked this historic moment in football to communicate its message.
A Youtube video starring Valderrama recounts the notorious incident and goes on to explain, in three simple steps, how men can detect cancer in the testicular region. Recalling his experience in the humorous video, Valderrama can still feel the exact moment that Michel touched him and he is grateful. He would have gone to the doctor if he had felt pain, so he encourages all men to #TouchYourFootballs.
“Testicular cancer is a serious problem among men under 45, but self-examinations don´t get the attention they should. We´ve seen many football players fight against this kind of cancer and we would like to help spread the message in hopes of preventing it. Without a doubt, the Valderrama incident is an iconic moment in Spanish football and a perfect way to explain life with football, just as our motto says: If you explain it with football, they get it,” Diego Barcala, founder of Libero Magazine.
#TouchYourFootballs is a collaboration with MullenLowe Colombia, Elis, a content agency launched by former football star Juan Pablo Sorín and Los Notarios, a leading audiovisual production company in Colombia. The campaign goes live on November 15th with the help of Valderrama and several other professional players who have suffered from testicular cancer.
Carlos Valderrama on twitter: @PibeValderrama
ADVERTISER
BRAND: Diego Barcala
ADVERTISER: Libero
CONTENT
CONTENT TEAM : Elis Limitada, Juan Pablo Sorín
CONTENT TEAM: Elis Limitada, Juan Pablo Sorín
CREATIVE AGENCY
PR: Sarah Okrent, Enrique Caballero
INNOVATION DIRECTOR: Fred Bosch
EXECUTIVE CREATIVE DIRECTOR: Pancho Cassis
CREATIVE SUPERVISOR: Saray González, Miki Ocampo
CREATIVE DIRECTOR: Tomás Ostiglia, Fabio Brigido
CREATIVE AGENCY: LOLA Mullenlowe
COPYWRITER: Palma Llopis, Carmela Naya, Hetu Negri
CHIEF CREATIVE OFFICER: Chacho Puebla
ART DIRECTORS: Desirée G. Valdés, Manuel Castillo
ART DIRECTOR: , Enrique Torguet
AGENCY PRODUCTION: Flor Caputo, Diego Baltazar
ACCOUNT DIRECTOR: Laura Gerpe
MEDIA AGENCY
GROUP BUSINESS DIRECTOR: Juan Pablo García
POST PRODUCTION / VFX
POST PRODUCTION HOUSE: Free your Mind
PRODUCTION COMPANY
PRODUCTION COMPANY: Los Notarios
EXECUTIVE PRODUCERS: Juan Pablo Bernal, Nathalie Burnside
DOP: Juan Carlos Franco
DIRECTOR: Felipe Cortés