Baldwin&'s Cheeky new Campaign for Worldclass' Colon Cancer Prevention Fashion Line
Dec. 03, 2024
Here’s a fact: Colon cancer is up to 89% preventable. Here’s an unfortunate truth: the stigma around guts, butts, and poo prevent important conversations around colonoscopies, especially among those in their 20s, 30s and 40s, age groups that have seen colon cancer on the rise for years.
It’s why Worldclass, a new streetwear line launched by Brooks Bell and Sarah Beran – both survivors of late-stage colorectal cancer diagnosed in their 30s – enlisted purpose-driven creative agency Baldwin& as their strategic and brand design partner to create an edgy campaign to showcase Worldclass’ line of of hoodies, t-shirts, socks, hats, and bags mission and to “put butts and guts on the mainstage.”
Butts, guts, and all.
Baldwin& quickly identified the key objective: Bring the Worldclass line to life in a fun and funky photo shoot that included the brand assets, website, and the social media.
Jen Matthews, Baldwin& said:
“We built a fantASSy land where we put as many ass jokes and puns as we could in there, along with peaches and butt shaped things for this photo shoot. Our focus was celebrating this line in a way that gets people talking.”
Behind the creative
The shoot — at the LA home of Jamie Nelson — was brought to life by a team of people whose lives have been affected by colorectal cancer. From celebrity photographer David Needleman — himself a colon cancer survivor — to the talent, which included a gastroenterologist, a cancer nurse, and cancer survivors. 100% of net profits will be donated to a nonprofit fund that benefits underinsured communities by paying for colonoscopy access, colonoscopy prep, and helping patients get to their appointments.
Brooks Bell, Worldclass said:
“Colon cancer has been a rising health threat among the younger generation. To stand out and capture attention, our messaging had to be provocative and unapologetic. Baldwin's execution perfectly reflected our mantra: ‘A great ass is a terrible thing to waste.’”
Related News
NYT Best-Selling Author and Spiritual Podcaster Kate Bowler Unites Polarized Audiences with the Help of Her Agency Baldwin&
Baldwin&’s plans include a revamp of Bowler's brand identity–a redesign of her platforms, new language and tone
Baldwin& Named Creative Agency of Record for Pivotal, the Groundbreaking Aircraft Brand
Agency will lead strategic initiatives in media, creative, and event activation for the premier company in the eVTOL (light electric vertical takeoff and landing) aircraft space
Latest News
Jan. 21, 2025
Gordon Ramsay Reveals Calm New Persona as He Becomes a Character in Hay Day the World's Most Popular Farming Game
Gordon Ramsay is replacing one of Supercell's most loved characters as he partners with Hay Day
Jan. 20, 2025
Ad of the Day | Jordans Punk up the World of Cereal with new Campaign
Created by Havas London, the campaign includes a hero 20 second film, which sees ice guns freeze-drying strawberries for Country Crisp