POLITIX has returned for its ninth year supporting Movember with ‘Match Your Mo’, a character-led campaign by creative agency Fabric – part of TBWA\ Australia – that pairs the perfect moustache with the perfect jacket.
This Movember, Rob Mills is stepping into the role of Monsieur Mo for POLITIX: a discerning mo-to-jacket matchmaker with an eye for impeccable style and a mission to ensure no moustache goes unmatched.
As part of the campaign, POLITIX will donate $10 from every jacket sold to Movember, supporting its work across men’s mental health and suicide prevention, prostate cancer and testicular cancer. Customers can also support the partnership year-round by rounding up their purchase in-store or donating $1, $5 or $10 online at checkout.
Monsieur Mo treats every moustache-to-jacket pairing as a work of art, carefully curating the perfect match with the precision of a master craftsman. The result is a distinctive character-led campaign that brings humour, personality, and a sense of theatre to the brand’s ongoing support of men’s health.
“I’ve had a few roles over the years, but a ‘moustache matchmaker’ might be a first. It’s a fun way to get behind an important cause and hopefully get more people talking about men’s health. While the campaign doesn’t take itself too seriously, what we’re supporting absolutely matters,” said Mills.
“We wanted to create a character who could bring the worlds of fashion and Movember together in a way that felt unmistakably POLITIX. Match Your Mo transforms Movember’s most recognisable symbol into an ownable POLITIX brand experience, using character, humour and style to encourage participation in an important cause,” added Keenan Motto, creative partner and co-founder of Fabric.
“Our nine-year partnership with Movember is something we’re incredibly proud of. Reaching over $1 million raised last year was a major milestone, and this year we’re continuing to build that momentum by finding engaging ways to bring our customers, teams and wider community into the conversation around men’s health,” commented Megan Voss, head of marketing at POLITIX.
The campaign will roll out nationally across POLITIX stores and online from 1 November, supported by in-store experiences, social, digital and out-of-home (OOH) activity, bringing Monsieur Mo’s distinctive style approach to customers across multiple touchpoints.
By pairing a distinctive creative character with a tangible fundraising mechanic, POLITIX and Fabric are continuing to evolve the partnership beyond a traditional cause-led campaign, giving customers a reason to participate while keeping men’s health at the forefront.
Credits:
Client: Politix
Creative agency: Fabric, Part of TBWA\Australia
Media: Thinkerbell Agency & Half Dome
Director/DOP: James Anderson
Photographer: Oliver Begg
Props Stylist: Kirsten Bookalil
Grooming: Alan White
