12,000 men die from prostate cancer every year, and a major barrier to testing is the misconception that it involves a rectal exam. ‘Dodge the Finger’ set out to change that in an unmissable way.

Outcomes

Ocean Labs delivered the world’s first commercially interactive DOOH experience controlled by a bum. Using skeletal tracking technology, players use their own body to control a virtual bum on screen, dodging fingers in a retro style arcade game – while the message landed ‘it’s just a blood test.’ The live interaction delivered at Printworks Skylights and Ocean Showcase at Westfield Stratford.

Prost8 and TBWA/MCR were the gold winners in our Digital Creative Competition and won the Grand Prix prize

• 5x enquiries to Prost8 patient triage¹
• 342k campaign adult impacts in Manchester and London²
• 600 direct game interactions²
• 40 interactions per hour²
• 54.3m estimated media reach and £502k in media value³ 

Lisa Nichols, executive creative director, TBWA\MCR, said: “To be able to say that you’ve created the world’s first ad controlled by a bum is something any creative agency would jump at. But for the team here at TBWA\MCR to be able to do it for Prost8 and raise awareness around a test that could help save men’s lives is even better. Thanks to a really bold client and Ocean Outdoor’s unique DOOH technology – we’re hopefully going to get more blokes talking about prostate cancer and going for that test.”

 

Source: 1. Prost8, 2026 2. Ocean Labs, 2026 3. Meltwater, 2026