Cancer Research UK

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The Client:

The Chip Shop Awards is a no-holds-barred marketing contest run by the people at The Drum. Cancer Research UK is the country’s leading cancer charity.

The Brief:

When Chris Seed and I decided to enter The Chip Shop Awards, we knew we didn’t want to submit an ad featuring the “knob gags and swearing” that the awards are infamous for. We wanted to come up with an idea that could actually run. It came to me when I was checking my lottery numbers – men check the Lotto results more often than they check for lumps.

Could we use Lotto tickets to remind men that without regular healthcare checks, it could be their number that comes up?