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CANNES, France—Manboobs changed everything.
For years, rising creative stars Ricardo Casal and Juan Javier Peña Plaza had been focused on creating great work, but that didn’t always go hand in hand with having a good time.
Then the David Miami creatives, now executive creative directors, created “Manboobs,” a widely lauded breast cancer PSA that sidestepped social media restrictions against bare breasts by demonstrating self-exam techniques on a hefty man’s pecs. The success of the lighthearted but lifesaving campaign showed the two that important messages can still be entertaining.
“We are trying to have fun,” Casal told Adweek at the Cannes Lions International Festival of Creativity this week.
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