Hong Kong’s harbourfront gets ballsy to break men’s health taboos

There are Ad Nut’s kind of nuts (cashews, preferably) and then there are men’s nuts. Both deserve a little TLC.

 

But here’s the kicker: according to the Family Planning Association of Hong Kong, 60% of men dodge talking about sexual health because, well, it’s just too embarrassing.

 

So, how do you get blokes chatting about their bits and pieces? Simple. You plonk a pair of giant inflatable balls smack dab in the middle of Hong Kong’s iconic harbourfront. That’s exactly what Telehealth platform Noah and creative agency BBH Singapore have done, turning the city’s skyline into a cheeky playground for men’s health awareness.

 

Hong Kong locals have long joked that some of their skyscrapers look suspiciously phallic. Now, with these colossal inflatable balls floating by on a barge emblazoned with “Men’s health is a big deal,” the city’s skyline just got a whole lot more suggestive, and hilarious. Tourists filming the spectacle couldn’t help but chuckle as the giant orbs perfectly framed a certain tower, making the whole thing look like a giant set of, well, you get the picture.

 

 

 

 

 

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A post shared by Noah Hong Kong (@ofnoah.hk)

 

After some online detective work, Noah and BBH Singapore stepped forward to claim credit, but here’s the twist: no giant inflatable PVC balls or brave barge captains were harmed in the making. The whole stunt was whipped up with a little help from VFX magic.

 

Sure, the stunt’s cheeky, but the message is serious. Men in Hong Kong tend to clam up about their health, especially the sexual kind. That’s why Noah teamed up with BBH Singapore during Men’s Health Month to spark conversations, bust stigma, and encourage men to take charge of their mental, physical, and sexual wellbeing.

 

Gaurav Gursahani, Noah’s director of marketing, puts it bluntly: “We built Noah because stigma was louder than solutions when it came to men’s health. No man should feel embarrassed to take care of his health. But in reality, most do. That’s why we partnered with BBH Singapore to develop a campaign that doesn’t whisper about men’s health, it shouts.”

 

And Sascha Kuntze, chief creative officer at BBH Singapore, adds: “Sometimes, to get everyone’s attention about a topic everyone shies away from, all you need is… well, you can see it in the stunt.”

 

From Ad Nut’s perspective, we love a stunt that’s as bold as it is smart, even if it’s all smoke, mirrors, and pixels. This campaign riffs off Hong Kong’s cheeky skyscraper jokes and delivers a message that’s anything but nuts: men’s health matters, and it’s time to talk about it. After all, whatever your nut of choice, taking care of them is always a good idea.