In partnership

Shit Mates Don't Say

We were engaged by Circul8 to come up with a video to leverage the global viral hit of the things people don't say. Given the campaign was about getting men to talk about their prostrate, our hero talent became the healthiest man alive in a sequence showing him talking non stop about his health.

This was a fun one. Way back in 2013 we helped Circul8 help the Cancer Council of NSW with an engaging and funny video aimed to get men talking about their health. EDMs, social activations, a live Q&A session, ambassador program (involving Bondi Rescue, Scott Cam, Jude Bolton, Annalise Braakensiek (RIP) and Vashti Whitfield), and a heavy PR component helped grow the campaign.

Being bold paid off. The campaign generated an advertising equivalent of $2.1m and saw a 4% increase in the number of helpline calls from men in the immediate campaign aftermath.

  • Aired on Channel 10 Breakfast Show and Channel 9 Today Show
  • Won at 2013 W3 Awards (Gold and Silver)

Created by





Joel Spreadborough

Massive thanks