The MO Is Calling In Testosterone Fueled Campaign By DDB Group Melbourne, Movember and Revolver

The MO Is Calling In Testosterone Fueled Campaign By DDB Group Melbourne, Movember and Revolver
B&T Magazine
Edited by B&T Magazine

The Mo is Calling is a new global fundraising campaign for men’s health organisation Movember, created by DDB Group Melbourne, Movember Creative Studio, and Revolver.

This year, Movember is celebrating 20 years of changing the face of men’s health and is marking the occasion by launching a bold, new creative direction calling on everyone to raise funds and save lives.

In the campaign film, the not-so-secret society of movers, growers, and party-throwers make up ‘The Order of Mo’, a collective united under the belief that healthier men means a healthier world.

Movember global director of brand and content, Hugh Miller, said: “The challenge we set for DDB and our own creative Studio was to embrace our brand’s irreverent DNA – to harness the power of distinctive creative to help us drive more registrations this Movember. We wanted to build a sense of radical inclusivity, belonging to something bigger than yourself, something working for good.

“The Mo is Calling is bold and fun. Yet it also has serious edge steeped in why we do what we do. It’s everything the Movember brand stands for.”

DDB Melbourne group executive creative director Psembi Kinstan said: “Movember is a globally iconic brand that needed to recapture the sense of fun and attitude it launched with all those years ago. We are very excited to launch this new platform to help people unite around the mo. Keep an eye out for this big idea to keep growing in the coming months and years…”

DDB Melbourne Group creative partner Giles Watson said: “We’ve turned the Movember Mo into the Bat Symbol for uniting men. The Illuminati has the All Seeing Eye, Movember has the Mo. It’s a symbol of unity, and whenever it’s seen, men across the world will know they are never alone. Help and hope are always close by if you follow the Mo! Mo! Mo! Mo!”

This year, there are several ways to answer the call of the Mo. You can – of course – sign up to grow a moustache, you can run or walk 60km for the 60 men suicide takes globally every hour, throw an event, or set up your own challenge.

Fittingly, a long list of people and businesses united around this cause to bring the campaign to life: Revolver director Matt Devine, English actor Matt Berry (Toast of London, IT Crowd, What We Do in the Shadows), who voiced the campaign, Mongolian folk metal band The HU, the Sydney Bus Museum, and Australian comedian and actor Aaron Gocs.

Matt Berry said: “I was honoured when the mighty Movember asked me to be the voice for their new TV ad. The work they do to support men’s health has never felt more needed. I encourage everyone to answer the call and sign up to support Movember this year and help stop men from dying too young.”

The campaign will run across the UK, US, Canada, Ireland, NZ and Australia across TV, OOH, PR, social, online, and experiential, with each market activating the campaign further over the coming months.


Client: Movember

Global director of brand & content director: Hugh Miller

Head of creative: Hannah O’Mahony

Creative production manager: Thomas Pike

Head of campaigns, global income: Stephanie Luxmoore

Head of brand: Sophia Bell

Senior copywriter: Kevin Lai

Agency: DDB

Chief creative officer: Stephen de Wolf

Group executive creative director: Psembi Kinstan

Group creative partner: Giles Watson

Senior art director: Charlie Brookes

Senior art director: Josh Brown

Senior copywriter: Anneliese Sullivan

Senior copywriter: Sebastian Covino

Head of craft: Adam Hengstberger

Head of content production: Sonia McLaverty

Lead senior producer: Tony Le Senior

Producer: Maria Borowski

Managing partner: Toby Beaumont

Business director: Jenny Thompson, Jiaan Koch

Managing director, strategy and innovation: Leif Stromnes

Planning director: Chris Regan

Production company: Revolver

Director: Matt Devine

Managing director/co-owner: Michael Ritchie

Executive producer/ partner: Pip Smart

Executive producer/comms: Anna Mannix

Senior producer: Serena Paull

Director of photography: Jordan Maddocks

Production designer: Damien Drew

Wardrobe: Olivia Simpson

1st AD: Angus Bolles

Production manager: Elaine Roy

Gaffer: Michael Adcock Grip: James Hopwood

Russian arm op: Beau Sevastos

Drone pilot: Ken Butti

Drone op: Hayden Broderick

VTR: Josh Miller

Sound recordist: Predrag Malasev

Hair & make up: Anastasia Pappas

Unit manager: David Treloar

Storyboards: Dean Mortensen

Casting: Citizen Jane

Editorial: ARC Editor: Dan Lee Post Producer: Jess Ryan

VFX: Heckler

ECD: Jamie Watson

Head of production: Amy Jarman

Producers: Coralie Tapper, Jess Walley Flame

Online: Julian Ford

3D artists: Rachael Tedesco, Philip Wang, Edward Hassan, Dusan Marjanovic

Compositor: Nitin Amin

Unreal engine: Maud Chapuis

Colourist: Ben Eagleton

IO: Daniel Page

Sound Studio: Heckler Sound

Executive producer: Bonnie Law

Head of sound: Dave Robertson

Sound editor: Nat Joyce

Music supervision & licensing: Level Two

Music track: Wolf Totem

Artist: The HU

Stills: Photoplay

Photographer: Chris Budgeon

Senior producer: Ross Colebatch

Retouching: Ross Goddard

Stills casting: Peta Dermatis – Studio P


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