Grumpy Dad Co.: Some Marks Tell Stories

Created by La Cuevita Publi Co. for Grumpy Dad Co., “Some Marks Tell Stories” uses a simple pair of caps to deliver a powerful reminder about breast cancer awareness. What fades on fabric can be fatal on skin — a visual metaphor that turns everyday wear into a statement about vigilance and care.

The campaign redefines masculinity by showing that strength also means empathy. It invites men to stand beside women in the fight against breast cancer, encouraging early detection and conversation.