Movember, the global movement that invites millions to grow, move, host and rally in support of men’s health, has collected a crowd of participating brands since it launched in 2008. So, for The Many Australia’s first piece of work, partnering with Movember, Gillette, and Pat Cummins felt like the perfect fit.

The campaign, created by The Many Australia, in collaboration with Justin Drape (via CREATIVITY & COMMERCE), and brought to life by the production team at Wellcom, puts a cinematic twist on the timeless question, Which Mo should you grow?

In the film, Pat Cummins, Australian cricket captain and Gillette ambassador, faces off with different versions of himself while shaving in the mirror, each channelling a moustache from cricket’s rich history – from Merv Hughes’ unmistakable handlebar to Boonie’s classic bush, right through to the flair of Travis Head.

“There’s no more participatory brand than Movember,” stated Damien Eley, founding partner of The Many Australia. “Our collective role was simply to set the stage for Movember – a global men’s health movement, Gillette – a global mega brand with unrivalled product performance, and Pat Cummins – an epic sporting and cultural figure; to come together in a way that feels both entertaining and meaningful. It’s been a real privilege for this to be The Many Australia’s first work.”

“Sparking conversations in unexpected, memorable ways is a part of Movember’s DNA,” added Ben Miles, Movember’s global director of brand and communications. “Seeing Pat embrace the legacy of cricket’s most iconic Mo’s makes the message both entertaining and unmissable. Gillette has been a great partner and supporter of Movember for years as our official shaving sponsor. Partnering with Pat – a leader on and off the field – is the perfect way to inspire Aussies to start clean-shaven and grow their Mo to help raise funds and save lives this hairy season.”

“Movember is a cause I’ve long supported, so this was a fun and rewarding production to bring to life. Pat was a natural in front of the camera,” commented Oliver Hammerton from Wellcom. “Collaborating with our Wellcom sister company, DippinSauce, on the CGI animation to reimagine the iconic moustaches of cricket’s greats made for an incredible creative partnership.”

The campaign will cover broadcast, digital and social platforms throughout October, supported by a PR and influencer program to drive registrations and donations, to help stop men from dying too young. Sign up now at Movember.com to join the movement changing the face of men’s health.


Credits:
Client: Movember
Partnership: Movember X Gillette
Talent: Pat Cummins
Agency: The Many Australia
Creative Directors & Writers: The Many Australia, Justin Drape (CREATIVITY & COMMERCE)
Production: Wellcom Creative Production Agency
CGI Animation: Dippin Sauce
Director: Lachlan Dickie & Oliver Hammerton