Movember and EasyDNA develop ‘Mancestry’ test to uncover the greatness in your Mo in new campaign via DDB Group Melbourne

A hair from your moustache can now link you to extraordinary Mo’s from history, thanks to a breakthrough scientific test developed by Movember, in partnership with EasyDNA and DDB Group Melbourne. With notable test subjects including Andy Hearnden, Ash Wicks and Sam Draper, the charity is now calling upon more Mo growers to register to have their Mo-hair DNA tested.

Mancestry testing is helping men of today feel more connected; analysing the DNA in their follicles and tracing it to any great moustachioed men in their lineage.

Says Hugh Miller, global director of brand and content, Movember: “After the highly successful launch of our global platform ‘The Mo is Calling’, we wanted to harness the power of the ‘stache to build a sense of radical belonging – one that truly unites men around the country.”

Says Trevor Tyson, EasyDNA scientist: “EasyDNA is one of Australia’s foremost providers of DNA testing. We’ve partnered with Movember to provide something completely new in the world of DNA.”

The Mancestry test involves extracting a few Mo hair samples to be processed by a state-of-the-art laboratory for analysis.

“We look at genetic markers in your DNA and compare them to a database from around the world. This reveals where your ancestors likely lived and their ethnic origins.”

Adds Psembi Kinstan, group executive creative director, DDB Melbourne: “The family tree of humanity is much more interconnected than we often tend to think. That’s why many of us are distantly related to notable (moustachioed) people from history, from Charlemagne to Ghengis Khan to Eric the Red Mo.”

Each Mancestry report provides valuable health insights relevant to geographic heritage, which might just spark some important conversations with healthcare professionals today.

Mo-growers across the nation participating in Movember this year now have a chance to participate in the testing program, with a number of high-profile Australians already submitting their Mo-DNA for Mancestry analysis including:

Andy Hearnden (Andy Cooks)
Ash Wicks
Cam Daddo
Jimmy Smith
Konrad Bień-Stephen
Leigh Drennan (We Got The Chocolates)
Matty J
Mitch Drennan (We Got The Chocolates)
Oleg Markov
Robert “Dipper” DiPierdomenico
Sam Draper
Tom Liberatore

These famous faces, amongst others, will release the results of their Mancestry DNA test in media and socials later in the month.

Says Giles Watson, group creative partner, DDB Melbourne: “Knowing where we come from and who we’re connected to can have a profound effect on our outlook. Now, whether you’re rocking a glorious handlebar, or a humble bit of bum-fluff, Mancestry is proof of your moustache’s power to bring men together and start vital health conversations.”

You too can find your place in the Order of Mo. Answer the call for your chance to find out how great your Mo might be at https://au.movember.com/

Client: Movember
Global Director of Brand & Content Director: Hugh Miller
Creative Production Manager: Thomas Pike
Global Impact Communications Lead & PR Manager: Kristy Ward
Head of Marketing Campaigns, Australia: Natalie Kirby

Agency: DDB Group Melbourne
Chief Creative Officer: Stephen de Wolf
Group Executive Creative Director: Psembi Kinstan
Group Creative Partner: Giles Watson
Group Creative Partner: James Cowie
Senior Art Director: Charlie Brookes
Senior Copywriter: Carly Dallwitz
Head of Craft: Adam Hengstberger
Head of Content Production: Sonia McLaverty
Content Producer: Edward Connelly
Managing Partner: Toby Beaumont
Business Director: Jenny Thompson
Planning Director: Chris Regan

DNA Testing Partner: EasyDNA

Design and Print Production: Collider Studio
Printing: Peachy Print 

Original Music Composition: Burkhard Dallwitz

Sound Studio: Bang Bang
Director: Polly McGregor
Executive Producer: Holli Dee
Sound Designer: Tristan Dewey