PlaceMakers Blues Prostate Cancer Campaign
A comedic awareness case study video featuring three Blues rugby players raising funds and awareness for prostate cancer prevention. The approach balanced light-hearted humor with an important health message, making a serious topic more approachable.
Filmed inside a PlaceMakers store, the video leveraged the personalities of well-known rugby players to reach a wider Auckland audience through paid advertising campaigns.
The campaign
Health awareness campaigns often struggle to cut through, especially when targeting men about preventative health. The challenge was creating something that would get attention and be shared, while still delivering an important message about prostate cancer screening.
Using Blues rugby players as recognizable figures helped establish immediate connection with the target audience. The comedic tone made the content engaging and shareable while keeping the health message clear.
Production approach
Filming inside a PlaceMakers store required coordination with store operations and careful lighting to transform a retail environment into a set. The in-store location added authenticity to the PlaceMakers brand integration while providing visual interest.
Working with talent who aren't professional actors requires different direction techniques. The focus was on creating a relaxed environment where the rugby players could be themselves while hitting the key campaign messages.
Deliverables
The final video ran as part of PlaceMakers' paid advertising campaign across Auckland. The combination of recognizable sports personalities, humor, and important health messaging created engagement across multiple platforms.
Credits
- Director of Photography, Editor — Diego Opatowski
- Client — PlaceMakers
- Talent — Three Blues rugby players
- Location — PlaceMakers store
- Used for paid advertising campaigns across Auckland