2015 Winners & Shortlists

Creative Execution

Men grow their moustaches as a sign of support for this cause. Since Movember was a strong talking point socially, we leveraged the movement to engage male audience, while bringing attention to an important message that’s relevant to a family brand. Mr. Movember online campaign received 7,367,708 impressions. Our Facebook, Twitter & Instagram pages were abuzz with likes, comments, retweets & shares majority from men. We succeeded in grabbing men’s attention and increasing their social engagement with Centrepoint. With 514,094 views on YouTube & Facebook, the brand’s social network has seen a surge of new male fans, which surpassed our expectation

Our insight was that a moustache is all a man needs to define his masculinity. We created a unique character – Mr. Movember and based a series of 6 quirky web films that revolved around him. The webisodes showed our character indulging in activities that men don’t like to associate themselves with, which some secretly enjoy. It ended with a message that says its ok only if you ‘#GROWYOURMO’. In order to show Centrepoint's support a campaign was developed with several activations: • Posters • Barbershop activation • Mr. Movember videos • Mutual promise • Kris Fade support • What’s your man quotient? • Health tip for men

With a fan base of over a million on social media, Centrepoint, one of the Middle East’s largest family fashion retailer, wanted to start a conversation with not only their regular family audience but also target the male demographic. The perfect opportunity to engage with the Male target was during Movember, which is a popular global movement that raises awareness about men’s health during the month of November. Our main objective was to utilize our large fan base on social media to generate conversation on Movember and the importance of men’s health. By creating videos, games and posters we aimed to create further conversation on the issue in the region. Further, our social media pages also had health tips for men throughout the month. Men grow their moustaches as a sign of support for this cause.