Baldwin&'s Cheeky new Campaign for Worldclass' Colon Cancer Prevention Fashion Line

Dec. 03, 2024

Here’s a fact: Colon cancer is up to 89% preventable. Here’s an unfortunate truth: the stigma around guts, butts, and poo prevent important conversations around colonoscopies, especially among those in their 20s, 30s and 40s, age groups that have seen colon cancer on the rise for years.

It’s why Worldclass, a new streetwear line launched by Brooks Bell and Sarah Beran – both survivors of late-stage colorectal cancer diagnosed in their 30s – enlisted purpose-driven creative agency Baldwin& as their strategic and brand design partner to create an edgy campaign to showcase Worldclass’ line of of hoodies, t-shirts, socks, hats, and bags mission and to “put butts and guts on the mainstage.” 

Butts, guts, and all.

Baldwin& quickly identified the key objective: Bring the Worldclass line to life in a fun and funky photo shoot that included the brand assets, website, and the social media.

Jen Matthews, Baldwin& said:

“We built a fantASSy land where we put as many ass jokes and puns as we could in there, along with peaches and butt shaped things for this photo shoot. Our focus was celebrating this line in a way that gets people talking.”

 

Behind the creative

The shoot — at the LA home of Jamie Nelson — was brought to life by a team of people whose lives have been affected by colorectal cancer. From celebrity photographer David Needleman — himself a colon cancer survivor — to the talent, which included a gastroenterologist, a cancer nurse, and cancer survivors. 100% of net profits will be donated to a nonprofit fund that benefits underinsured communities by paying for colonoscopy access, colonoscopy prep, and helping patients get to their appointments.

Brooks Bell, Worldclass said:

“Colon cancer has been a rising health threat among the younger generation. To stand out and capture attention, our messaging had to be provocative and unapologetic. Baldwin's execution perfectly reflected our mantra: ‘A great ass is a terrible thing to waste.’”