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Revealing the Real Full Monty

Baring all on the streets of Sheffield for male prostate cancer


The Full Monty film sent the nation into a frenzy with the story of a group of unemployed miners stripping off to beat the dole queue. To mark the 20th anniversary ITV cast seven male celebs to replicate this scene for charity. Our brief was to create a spectacle on a small budget to support the campaign in getting viewers to watch the show live.

The Idea

Our naked convoy delivered 150,000 adult impacts, local news picked up the story and shared with an online audience of over 144k followers. We turned a small budget into an unmissable national talking point from a local centre to achieve 5.3m viewers on the night. A great result for ITV and awareness of male prostate cancers.


We galloped to victory, breathing life back in to racing with ITV’s average audience figures of the final day of the festival up nearly 40% from C4’s coverage last year, with 22% share (more than double the previous year’s).