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.
Credits:
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
