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Movember
Date
March 2023
Role
Strategy + Creative
Collaborators
Laureen Oldham
Natalia Arbulu
Jiani Guo
Tiffany Wang
The Problem:
Movember's symbolic mustache is too strong and outshining the Movember's brand purpose.
Target Audience:
Male university students 17-24.
Indirect- Male + Female relatives of male students.
Objective:
Raise awareness for what Movember does.
The Insight:
Men love growing out their staches for No Shave November, but usually its just for the fun of it. The way we can inform them of the cause is by displaying mustache so eye catching, they have no choice but to read what's behind the mustache.
The Idea:
What's behind the 'stache. Display large mustaches in every day life situations that force mustache lovers to read the message behind the mustache. While the shape at first may make viewers smile, the strong message in the middle informs them about how they can grow a mustache for a worthy cause effecting men just like them.
The Strategy:
Shed light on what is behind the Movember mustache. Lean on the community based audience to spread the word and start the conversation.
