Men’s online health platform Mosh has announced its foray into music festivals, with a custom barbershop at Good Things offering free mullets and mohawks to talk openly about hair loss.
The partnership links the rock, punk and metal festival with a company that’s helping Aussies with hair loss.
Mosh’s activation titled ‘The Do Over’ features bespoke design and collateral that talks to how people can identify signs of hair loss before it’s too late. Mosh barbers will talk regrowth strategies with punters while wielding the clippers.
“When I started here, the first thing I said to the founders was ‘Wait, you’re called Mosh. Why haven’t you done anything at a rock festival?'” Jonathan Seidler, creative director at Mosh said.
“Good Things is a dream come true. Not only is it one of Australia’s biggest and loudest events, but the majority of their audience is between 21 and 45 years old and prime contenders for male pattern baldness, not to mention our other verticals like sexual health and weight loss”.
“Barbers are part of the small, trusted circle of people men feel comfortable talking to about hair loss. They offer reassurance for how normal it is, and the confidence to actually do something about regrowing their hair. The opportunity to have these conversations happening at scale was too hard to resist,” Nick Holden, Mosh chief marketing officer added.
‘The Do-Over’’s set design features customised artwork that re-imagines symptoms of hair loss as death metal band stickers and a social campaign discussing the hair loss travails of famous rock personalities from the festival, including Billy Corgan and Slayer’s Kerry King.
The Do-Over will be at Good Things in Melbourne and Sydney on 6 -7 December.
Credits:
Chief Marketing Officer: Nick Holden
Senior Marketing Manager: Alexandra Aguirre
Creative Director: Jonathan Seidler
Art Director: Eamon Hayward
Design: Teri-Kate Osinga
Content: Olivia Whiting, Yarno Rohling
Production: Aly Jolly / J5 Production
