There are few brands more participatory than Movember – a global movement that invites millions to grow, move, host and rally in support of men’s health. So, for The Many Australia’s first piece of work – partnering with Movember, Gillette, and Pat Cummins felt like the perfect fit.
Created by The Many Australia, in collaboration with Justin Drape (via CREATIVITY & COMMERCE), and brought to life by the production team at Wellcom, the campaign puts a cinematic twist on the timeless question: Which Mo should you grow?
In the film, Pat Cummins – Australian Cricket Captain and Gillette Ambassador – faces off with different versions of himself while shaving in the mirror, each channeling an iconic moustache from cricket’s rich history – from Merv Hughes’ unmistakable handlebar to Boonie’s classic bush, right through to the flair of 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.”
“Sparking conversations in unexpected, memorable ways is a part of Movember’s DNA,” said Ben Miles, Movember’s Global Director of Brand and Communications. “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.”
“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,” said Oliver Hammerton from Wellcom. “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 roll out across broadcast, digital and social platforms throughout October, supported by a PR and influencer program to drive registrations and donations, to help stop men from dying too young.
Sign up now at Movember.com to join the movement changing the face of men’s health. Pick up a Gillette razor to get started with an unbeatably smooth shave down.
- Partnership: Movember X Gillette
- Talent: Pat Cummins
- Agency: The Many Australia
- Creative Directors & Writers: The Many Australia, Justin Drape (CREATIVITY & COMMERCE)
- Production: Wellcom Creative Production Agency
- CGI Animation: Dippin Sauce
- Director: Lachlan Dickie & Oliver Hammerton
About The Many:
The Many is a flexible, borderless creative ecosystem designed for the Participation Generation. With modular entry points across strategy, creative, content, innovation, and media, The Many adapts to each brand’s needs. It includes:
• The Many Agency: Australia and Los Angeles– Strategic creative leadership
• The Many Studios – A completely new model of IP-led participatory branded content
• The Many Labs – AI-fuelled tools like our Creator Engine™
• The Many Media – Over AUD$100M in participatory media buying
• The Many Brand Partners – Accelerating brand growth and incubation
At its core, The Many doesn’t lead with process. It leads with participation.
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