Mmixed-media centerpiece of the ‘Fuck Cancer’ and VML Health’s awareness campaign blends 2D, cut-out, puppetry and live-action to explore 21 different expressions for ‘rubbing one out,’ earning major recognition at the recent New York Festivals Advertising Awards and Cannes Lions.
Dirty Work has just shared with AWN a breakdown and images of their mixed-media short, Beat Cancer Off, the animated centerpiece of the “Fuck Cancer” and VML Health’s awareness campaign, which won a Grand Prix, Gold and Bronze at the New York Festivals Advertising Awards and seven Lions at Cannes Lions.
Directed by Gustavo Leal and Faga Melo, Beat Cancer Off blends traditional 2D animation, cut-out animation, 3D animation, puppetry and live-action to create a visual language that feels retro, handmade and modern. With a distinctly playful tone, the film uses unexpected visual metaphors to explore 21 different expressions for masturbation and highlight its connection to cancer prevention. An original track from Jamute gives the campaign its retro-inspired rhythm and cultural edge.
The film’s awards run began at the New York Festivals Advertising Awards in June, where it won the Grand Prix in Purpose, Gold in Purpose and Bronze in Branded Content & Entertainment: Product Services. A week later at Cannes Lions, it earned two Golds in Entertainment Lions for Music and Health & Wellness, three Silvers across Film and Film Craft, including a second Film Craft win in a separate sub-category, and two Bronzes in Audio & Radio and Health & Wellness.
Dirty Work’s role in the campaign was to turn a scientific insight into a piece of creative work designed to connect with audiences: men who ejaculate 21 or more times per month may reduce their risk of prostate cancer by up to 22%, according to the Health Professionals Follow-up Study. By combining multiple techniques and building a playful, unexpected world, the studio created a film intended to make audiences stop, smile and pay attention.
“The film explores the fascinating ways different cultures and languages talk about masturbation,” Dirty Work directors Leal and Melo said. “Each animation technique was carefully chosen to reflect the humor, visual language and storytelling traditions behind a particular expression. That diversity gives the film a unique richness and makes it resonate with audiences well beyond its country of origin.”
They added, “Our biggest creative challenge was finding the right comic tone for each scene - humor was essential to making such a sensitive subject approachable, while ensuring every metaphor felt distinctive, culturally authentic and entertaining.”
Dirty Work is an independent animation and production studio based in São Paulo, Brazil, known for mixing techniques, bending formats and developing a distinct visual language for each project. Its team includes directors, animators, designers, illustrators and makers working across 2D animation, stop-motion, live action, puppets, CGI and hybrid formats. The studio works with global brands, cultural organizations and purpose-driven campaigns, and is represented worldwide by Lemonade Collective in the U.K.
Source: Dirty Work
Dan Sarto is Publisher and Editor-in-Chief of Animation World Network.
