Australia – The Many Australia has unveiled its first campaign, created in partnership with Movember, Gillette, and Australian cricket captain Pat Cummins. Titled “Your Mo Is Calling,” the campaign encourages men to grow their moustaches in support of men’s health.
Developed in collaboration with Justin Drape of CREATIVITY & COMMERCE and produced by Wellcom, the film takes a cinematic approach to the question, “Which Mo should you grow?” It features Cummins facing off against various versions of himself, each sporting an iconic moustache from cricket history, including those of Merv Hughes, David Boon, and Travis Head.
“There’s no more participatory brand than Movember,” said Damien Eley, founding partner of The Many Australia. “Our collective role was simply to set the stage for Movember – a global men’s health movement, Gillette – a global mega brand with unrivalled product performance, and Pat Cummins – an epic sporting and cultural figure; to come together in a way that feels both entertaining and meaningful. It’s been a real privilege for this to be The Many Australia’s first work.”
Meanwhile, Ben Miles, Movember’s global director of brand and communications, commented, “Sparking conversations in unexpected, memorable ways is a part of Movember’s DNA. Seeing Pat embrace the legacy of cricket’s most iconic Mo’s makes the message both entertaining and unmissable.”
“Gillette has been a great partner and supporter of Movember for years as our official shaving sponsor,” added Miles. “Partnering with Pat – a leader on and off the field – is the perfect way to inspire Aussies to start clean-shaven and grow their Mo to help raise funds and save lives this hairy season.”
Oliver Hammerton from Wellcom stated, “Movember is a cause I’ve long supported, so this was a fun and rewarding production to bring to life. Pat was a natural in front of the camera. Collaborating with our Wellcom sister company DippinSauce on the CGI animation to reimagine the iconic moustaches of cricket’s greats made for an incredible creative partnership.”
Eley added: “Judging by his performance, Pat Cummins has a solid acting career waiting once he hangs up the Baggy Green!”
The campaign will be featured across broadcast, digital, and social media platforms throughout October. It will be supported by a PR and influencer program designed to encourage participation, drive registrations, and raise funds for men’s health initiatives.
