‘The Mo is Calling’ in a global call to arms helping save lives via DDB Group Melbourne, Movember Creative Studio, and Revolver
People from all walks of life embark on a pilgrimage into the desert, coming together to worship a giant, ethereal Moustache.
The Mo is Calling is a new global fundraising campaign for men’s health organisation Movember, created by DDB Group Melbourne, Movember Creative Studio, and Revolver.
This year, Movember is celebrating 20 years of changing the face of men’s health and is marking the occasion by launching a bold, new creative direction calling on everyone to raise funds and save lives.
In the campaign film, the not-so-secret society of movers, growers, and party-throwers make up ‘The Order of Mo’, a collective united under the belief that healthier men means a healthier world.
Movember Global Director of Brand and Content Hugh Miller said: “The challenge we set for DDB and our own creative Studio was to embrace our brand’s irreverent DNA – to harness the power of distinctive creative to help us drive more registrations this Movember. We wanted to build a sense of radical inclusivity, belonging to something bigger than yourself, something working for good.
“The Mo is Calling is bold and fun. Yet it also has serious edge steeped in why we do what we do. It’s everything the Movember brand stands for.”
DDB Melbourne Group Executive Creative Director Psembi Kinstan said: “Movember is a globally iconic brand that needed to recapture the sense of fun and attitude it launched with all those years ago. We are very excited to launch this new platform to help people unite around the mo. Keep an eye out for this big idea to keep growing in the coming months and years…”
DDB Melbourne Group Creative Partner Giles Watson said: “We’ve turned the Movember Mo into the Bat Symbol for uniting men. The Illuminati has the All Seeing Eye, Movember has the Mo. It’s a symbol of unity, and whenever it’s seen, men across the world will know they are never alone. Help and hope are always close by if you follow the Mo! Mo! Mo! Mo!”
This year, there are several ways to answer the call of the Mo. You can – of course – sign up to grow a moustache, you can run or walk 60km for the 60 men suicide takes globally every hour, throw an event, or set up your own challenge.
Fittingly, a long list of people and businesses united around this cause to bring the campaign to life: Revolver director Matt Devine, English actor Matt Berry (Toast of London, IT Crowd, What We Do in the Shadows), who voiced the campaign, Mongolian folk metal band The HU, the Sydney Bus Museum, and Australian comedian and actor Aaron Gocs.
Matt Berry said: “I was honoured when the mighty Movember asked me to be the voice for their new TV ad. The work they do to support men’s health has never felt more needed. I encourage everyone to answer the call and sign up to support Movember this year and help stop men from dying too young.”
The campaign will run across the UK, US, Canada, Ireland, NZ and Australia across TV, OOH, PR, social, online, and experiential, with each market activating the campaign further over the coming months.