MMG collaborated with Goodstuff & Talon Outdoor to create one of the most memorable campaigns of 2017. ITV wanted to promote their new primetime show “The Real Full Monty’ to raise awareness of men’s cancer and encourage viewers to tune in. They choose to target two major UK cities – London and Sheffield, stopping at major landmarks and drawing attention to themselves with standout creative and a guerrilla activation which involved semi-naked drivers throwing underwear at passers-by.


  • A fleet of Digivans & Backlit Advans were deployed across London & Sheffield and travelled in convoy displaying standout creative.
  • Topless drivers threw underwear out of the vehicles to unsuspecting passers-by.

Campaign Facts


Reach of the campaign determined via social media trending and online mentions.


#TheRealFullMonty trended across social media, with particular mentions over the two campaign days.

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