Movember ‘moves’ in a fresh new direction with its brand new campaign via Urchin, Melbourne
With upper lips twitching in anticipation of the hairiest month of the year, the Movember Foundation has lifted the lid on creative that is a departure from approaches taken in previous years.
In a bid to get Mo Bros and Mo Sistas across the nation pumped and ready to Mo, Melbourne-based creative agency, Urchin has designed a campaign to encourage all Australians, regardless of age, to live well, enjoy life, stay active and be shaped by their experience.
This year’s creative is bolder and brighter than ever and also reveals a new way people can support Movember this year, through the MOVE fitness challenge. While the moustache will always remain king, MOVE is a chance for Mo Sistas to do something tangible in the name of men’s health, as well as inspire the men in their lives to get active and take control of their physical and mental wellbeing. The challenge is MOVE every day of Movember – 30 MOVES over 30 days.
Urchin’s Travis Garone said the inspiration behind the creative this year is to inspire men and women of all ages to be healthy and happy, respect their elders and learn from those around them in their older years.
Says Garone: “It’s all about getting all Mo Bros and Mo Sistas thinking about their health now – drawing inspiration and learning from those who are older in age, but still young at heart. The idea is to die young, as late as possible.”
The creative campaign is fully integrated across TV, print, outdoor, digital and social, with the vast majority of media generously donated.
Since starting in Melbourne in 2003, more than five million people have joined the Movember movement, helping fund over 1,000 men’s health projects in 21 countries.
1 Comment
Love the Art Direction!