It's hard to say 2020 was a simple year for mental health – and, well, health in general. Even in this climate, charities and fundraisers have been hard at work to improve health all across the globe, beyond the damages that COVID-19 was already doing. Movember is one of those.
Building on the amazing success of the Whatever You Grow Will Save a Bro campaign from 2019, the organisation for men's health has partnered with Sky Media to keep celebrating all kinds of moustaches, from the itchy ones to the first ones and more. A clever attempt to reaffirm the brand's position in the sector, driving donations to help improve men's health in this crisis.
After reaching out to Movember themselves, today we are getting Behind the Idea of a lovely campaign that will never get old.
What was the brief?
To deliver a creative campaign for Movember that builds greater understanding of Movember’s purpose to boost brand salience, reclaim differentiation and inspire passionate support.
How did the initial pitch/brainstorming phase go?
After a highly competitive pitch process we appointed the business to Matta in May 2019.
Tell us more about the concept. How did it come to life, and why was it the right choice?
The concept ‘Whatever you Grow, will Save a Bro’ celebrates all types of moustaches, the ‘itchy’, ‘lopsided’, ‘oddly sexy’, the ‘first one’ and the ‘errr that one’ because it’s not just about the glorious Tom Selleck ones, even shit moustaches save lives. The concepts works so brilliantly because it neatly marries the fun of Movember with the serious, by attaching meaning to the Mo in a simple but effective way. It worked so well, truly surpassing global targets for registrations and donations that we have rolled it out again this year. To build on the success of 2019 we have enlisted the help of Sky presenters Will Greenwood, Johnny Nelson, and Tom White to introduce the TV campaign across Sky channels, and grow a mo across the month of course.
What was the production process like? What was the biggest challenge?
We worked with Matta and Smuggler to produce the TVC and supporting assets. The biggest challenge was probably producing all variations and assets needed for a global campaign on time and within budget across multiple markets including Europe. Thanks to the generosity and dedication of Matta and Smuggler we were able to pull this off.
What is one funny or notable thing that happened during the production of the campaign?
We filmed on the hottest day of the year during August 2019. We were supposed to be filming scenes that would play out during Winter in the Northern hemisphere so the shoot was very sweaty to say the least. A lack of air con on set also meant regular trips to the local Tesco freezer section!
What’s the main message of the campaign and why does it matter?
Whatever you Grow, will Save a Bro. There is a crisis in men’s health that is not going away. Men are dying too young. In the UK, 3 out of 4 suicides are men, 1 in 8 men will be diagnosed with prostate cancer, and testicular cancer is the most common cancer in young men.
Through growing a moustache and raising funds for Movember you can help us tackle those issues head on and make change on a global scale.
What is one unique aspect of the campaign?
We used real supporters ‘Mo Bros’ in the ads who all have their own personal stories to tell linked to our cause areas. It makes our content feel really authentic and our supporters love to be involved.
How long did it take from inception to delivery?
Approximately 6 months.
What do you hope it achieves for the brand?
It’s already delivering on our fundraising goals for 2020 as it has done for 2019. We hope it continues to drive brand differentiation and a greater understanding of our purpose when we come to measure its effectiveness in the New Year.
Credit list for the campaign?
Agency: Matta Creative
Director: Matt Campbell
Production director: Tom Allwood
Brand & strategy director: Matt Hunt
Senior brand & strategy manager: Jasmine Absolon
Agency producers: Mike Smith, Zakiya Petty
Clients: Juliette Smith Paul Mitcheson Helena Jennison
Broadcast Partner: Sky Media, Creative Solutions
Offline edit: Stitch
Editor: Tim Hardy
Grading: The Mill
Producer: Dan Crozier
Colourist: Thomas Mangham
Sound studio: Clearcut
Sound managing director: Chris Wrigglesworth
Sound design & mix: Charlie Cooper Lucas Trigg
Online post production: Ewan Me
Executive producer: Ewan Macleod
Head of operations: Sam Jones
Music supervision: Soho Music
Music supervisor: Laura Harrison
Head of supervision: Daniel Payne
Production company: Smuggler
Executive producer: Sara Flood
Director: Joshua Neale
Producer: Ellie Fry
DoP: Nick Morris
US sound studio: Sound Lounge
Welsh sound studio: Cranc
Australia sound studio: Yes Audio Translation
VSI photography studio: Street Studios