Mosh to launch new activation at Good Things Festival to help headbangers with hair loss

Men’s online health platform Mosh has announced its first foray into music festivals, with a custom barbershop at Good Things offering free mullets and mohawks to punters as an entry point to talk frankly about hair loss.

Nearly a year in the making, the partnership links the rock, punk and metal festival with a company that’s helped nearly 60,000 Aussies with their hair loss. Mosh’s activation, cheekily titled ‘The Do Over’, features bespoke design and collateral that talks to the genre’s perennial obsession with hair and how punters 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?” says Jonathan Seidler, Creative Director at Mosh. “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.”

Says Nick Holden, CMO, Mosh: “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.”

Hirsuteness and heavy music have always gone hand-in-hand, which Mosh uses as an opportunity to educate their audience in their own language. The Do-Over’s set design features customised artwork that re-imagines symptoms of hair loss as death metal band stickers and a scientific Norwood scale illustrated in glam makeup, complemented by an organic social campaign discussing the hair loss travails of famous rock personalities from the festival, including Billy Corgan and Slayer’s Kerry King.

Established in 2018, Mosh is now one of Australia’s most popular online health companies, specifically designed to get men talking about and acting on their health. Helping men skip the waiting room, with discreet delivery to their door, Mosh has helped thousands of headbangers with hairlines, waistlines and everything below.

The Do-Over will rock up to Good Things in Melbourne and Sydney, this 6 -7 December.

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