Colorectal cancer is rising. Screening saves lives. The problem? No one wants to talk about it. So we teamed up with Lil Jon, the King of Crunk behind “Get Low,” to turn an uncomfortable truth into a cultural moment.
Case Study
Music Video
Activation
In Atlanta, we teamed up with the Falcons and Lil Jon for a tailgate takeover featuring golden “Little Johns,” a 360° dance cam, and a “Get Low” dance battle.
Cologuard took over the stadium with signage inside and out, capped by Lil Jon dropping a 90-second “Get Low #2” on the field during a timeout.
VH1 Flashback
Every 45–50 year old remembers VH1’s Pop-Up Video, so we made our own “Poop-Up” version, mixing colon cancer facts, a Cologuard intro, and behind-the-scenes nuggets from the shoot.
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CD / Copywriter: Jimmy Schmidt
ECD / Art Director: Ryan Dickey
Copywriter: Matt Payne
Art Director: Maryam Abdi
Art Director: Liam Campbell
Account Director: Kelly Kaiser
Associate Account Director: Carolyn Strumillo
Production Manager: Shannon Balmat
Producer: Matt WIlson
Director: Ben Hansford
Editor: Angelo Valencia
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Get Low #2 amassed more than 9 million views across Instagram, YouTube & TikTok – and over 1 billion impressions total in the first month. Our remix surpassed TikTok’s pharma view-through-rate benchmark by 15x. According to a Meta brand lift study, our ad recall and brand awareness doubled the industry standard. While our TikTok brand lift study showed a 2.6% increase in intent to ask a healthcare professional about screening with Cologuard. A first for the brand.