“Colonoscopy Reminder” is a provocative and deeply personal campaign that ditches the clinical for the visceral, in support of the new documentary “Andre is an Idiot, from Joint Venture. The campaign was created and executed by Mekanism. The campaign was created in collaboration with the distribution company, Joint Venture to support the release of their new documentary “Andre is an Idiot,” a raw, final testament from Andre Riccardi, who documented his terminal battle with colon cancer to ensure others wouldn’t follow in his footsteps.
André Ricciardi spent over a decade at Mekanism, where he worked alongside both the film’s producer – his longtime best friend – and its director. “Andre is an Idiot” was a major winner at the 2025 Sundance Film Festival, taking home two prestigious awards: Audience Award: U.S. Documentary and Jonathan Oppenheim Editing Award: U.S. Documentary. It received a score of 93% on Rotten Tomatoes.
The hero :30 film pairs a whimsical, charming melody with a curated gallery of objects, from bundt cakes to balloon ends, that serve as everyday “asshole” lookalikes. From oranges to tree knots, the film is a cheeky reminder to take care of our health as the lyrics from the melody sing, “Everything Reminds Me of You.”
In addition to the film, Joint Venture and Mekanism are sharing boxes filled with items from the film, like fruit and balloons, with QR code stickers on each item that link straight to the documentary film and microsite. The boxes will also include postcards with images from the campaign to send colonoscopy reminders to friends and family. Influencers like Dr. Tim Tiutan, an internet viral internal medicine doctor, and other creators will receive one of the boxes.
While the work naturally bridges to the film’s launch, the core objective remains a singular rallying cry: encouraging the next generation to get screened. More than just a PSA, the campaign was created in support of the documentary, extending its impact beyond the screen and helping carry its message into culture. Grounded in a deeply personal connection to see the film and its subject matter, the work brings urgency and emotional weight that transcends traditional advertising. It’s not a standalone brand effort, but a purpose-driven extension of the film itself – a movement born from real life, designed to amplify real-life impact.
Mekanism’s CEO Jason Harris and Chief Creative Officer Tommy Means also appear in the documentary, further underscoring the agency’s authentic connection to and support of the film’s mission. The campaign is live across social, website, and wild postings. The full documentary, “Andre is an Idiot,” premieres in New York City at the Film Forum on March 5, 2026.
