The Most Ignored Sponsor

Creative idea

For the first time ever, prostate cancer sponsored a football game. So we did what any self-respecting sponsor would do: we gave it a full brand identity. Prostate Cancer designed as a premium telco, an energy drink, a betting platform, a whiskey and a men's skincare line. We launched them during Romania vs San Marino, on the pitch-side billboards, right beside the real sponsors, in the exact spot where fans stare for 90 minutes. Nobody noticed. A live demonstration of denial, broadcast nationwide. The next day, the silence broke: trending topic, prime-time news, a Fanatik debate — and PSA testing, finally normalised for millions of Romanian men.

Brand name: Regina Maria
Advertiser / client: Regina Maria
Product / service: PSA Testing
Campaign name: The Most Ignored Sponsor
Agency network: INDEPENDENT AGENCY
Agency: Punk Agency
Media agency: United Media Services
Additional company: United Media Services
Web address: https://www.prostatecancer.ro
Agency chief executive officer: Raluca Kovacs
Creative director: Alexandru Negoescu
Art director: Andrei Besliu
Copywriter: Alexandru Negoescu
Client account director: Anamaria Ionita
Media director: Cristina Umbra
Managing director: Dana Bulat
Strategic planner / strategist: Cristina Umbra
Senior planner: Veronica Moraru
Agency producer: Ilinca Nanoveanu
Additional company: Greta Redeleanu, Cristiana Vago, Liliana Niculescu.