Movember has launched a new global brand film, ‘Where the Money Goes’, starring actor and comedian Matt Berry, best known for What We Do in the Shadows and Toast of London, in which he does… absolutely nothing.
The 14-minute film sees Berry seated in an armchair, making personal phone calls and generally going about his leisurely day, while key information about where donor money goes scrolls up the screen as text.
The film takes a unique approach to sharing how funds are spent, using humour to spotlight how donor dollars drive real-world impact.
Over its 22-year history, Movember has supported over 1,320 men’s health projects, across 23 countries to improve men’s mental health, suicide prevention, prostate cancer and testicular cancer outcomes. The challenge? Communicating the scale and complexity of that volume of impact.
“Changing the face of men’s health is complex and it requires Movember to support a mind boggling amount of programs, initiatives and studies. We want our community to know the true impact that their donations are having, but the scale of the work makes it nearly impossible to share through traditional communications,” said Josh Mann, global head of creative at Movember.
“We needed to find a way to share the true transparency that our fundraisers deserve”
Enter Matt Berry.
As the instantly recognisable voice of Movember campaigns globally, Berry was approached to help communicate every way Movember creates impact. He generously donated his time and likeness to the project. However, as the film reveals, Movember’s charity budget did not quite stretch to reading.
The result is a deliberately unconventional brand film, where Berry’s presence, and his absence of traditional explanation, becomes the creative device. Audiences are invited to engage actively with the information scrolling up the screen, discovering the full scope of Movember’s work at their own pace.
“This work leans into humour, self-awareness and trust,” added Ben Miles, global director of brand and communications at Movember. “We are confident our community wants transparency and depth, but on their terms. By showing Matt doing what he does best while the facts move past, this film sparks curiosity instead of forcing information.”
Developed by Movember’s in-house creative and studio teams, Where the Money Goes has rolled out globally across Movember channels including YouTube, Facebook and Instagram.
Production was handled by Audacious Productions.
Credits:
Movember
Ben Miles – Global Director of Brand & Communications
Josh Mann – Global Head of Creative
Claire O’Neill – Global Director of Communications
Karolina Karon – Global Head of Brand
Vanessa Elliott – Global Head of Studio
Kevin Lai – Senior Copywriter
Izy Kali – Senior Creative Producer
Licia Conn – Content Producer, UK & Europe
Simon Rice – Chief Impact Officer
Carlyn Christian – Director of Impact Campaigns
Audacious Productions
Produced/Directed by: Daniel Audritt & Kat Butterfield
DOP: Tim Gee
Gaffer: Paul Brennan
Sound: Glen Gooden
