For The Many Australia’s first piece of work in Australia since launching in June, it partnered with Movember, Gillette, and Pat Cummins to bring a new campaign to life.
The campaign will roll out across broadcast, digital and social platforms throughout October, supported by a PR and influencer program to drive registrations and donations to raise awareness about men’s mental health.
Created in collaboration with Justin Drape (via CREATIVITY & COMMERCE), and brought to life by the production team at Wellcom, the campaign puts a twist on the 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 channeling a moustache from cricket’s history, from Merv Hughes’ handlebar to Boonie’s classic bush, right through to the flair of Travis Head.
”There’s no more participatory brand than Movember. 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,” Damien Eley, founding partner of The Many Australia said.
“Sparking conversations in unexpected, memorable ways is a part of Movember’s DNA. Seeing Pat embrace the legacy of cricket’s most iconic Mo’s makes the message both entertaining and unmissable,” Ben Miles, Movember’s global director of brand and communications added.
“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,” Miles added.
“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. 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,” Oliver Hammerton from Wellcom said.
“Judging by his performance, Pat Cummins has a solid acting career waiting once he hangs up the Baggy Green,” Eley added.
Movember is the global movement that invites millions to grow moustaches in support 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
