The brief was simple: make some noise in Victoria and Tassie to encourage last minute donations to Movember. In a guerrilla-style activation, we gathered 20 ‘Mo-growing’ dudes to appear in strategic locations such as trains, stations, and street corners.

We designed a ‘Mo paper’ that our ‘Mo-dudes’ read in front of a huge screen featuring a specially created animation with the message that it was not too late to donate to a great cause. There was a huge growth spurt in donations, and we also grew the PR with earned TV coverage in Hobart.