Creative Floor Podcast: How to get tough nuts

The Creative Floor Awards Podcast heads to Dubai to unpack one of the most talked-about healthcare campaigns of the past year. In this episode, we sit down with Alok Gadkar, Co-Founder, CEO, and Chief Creative Officer of Tuesday, alongside Shamrock Nevis, Senior Creative Director. Together, they break down the agency’s bold Harley-Davidson collaboration that tackles testicular and prostate cancer awareness in the UAE through humour, music, and real bikers.

Yes, really.

The campaign brought together a group of genuine Harley-Davidson riders to form the Tough Nuts Choir, delivering a film that balances comedy with cultural sensitivity in one of the region’s most challenging healthcare categories. The full film is available in the episode show notes, with listen-ers hearing the song in full before the conversation begins.

This episode goes beyond case study headlines. It offers a nuts-and-bolts breakdown of how to write comedy into serious healthcare communications, covering everything from creative strategy and client buy-in to execution in a conservative market. With humour on the rise in global health advertising, Gadkar and Nevis share exactly how they made it work, and how other creative teams can apply the same thinking.

Described as a free masterclass for agencies, the episode provides rare, practical insight into healthcare creativity that listeners “won’t hear anywhere else.”

The Creative Floor Awards Podcast, Season 8, Episode 3 is available now wherever you listen to podcasts and here.

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