Brave the Shave
2022
Client: Macmillan Cancer Support
Agency: Mr. President
Creative: Dan Ball and Joe Stone
Design: Alice Kumagami
Client: Macmillan Cancer Support
Agency: Mr. President
Creative: Dan Ball and Joe Stone
Design: Alice Kumagami
Brave the Shave had been running for several years. But the fundraising platform had been stalling. Shaving your head is a once-in-a-lifetime ask and Macmillan were running out of willing shavers within their traditional fundraising audience. So we repositioned the platform to younger and more extroverted fundraisers. A generation of donors who are far less likely to consider Macmillan as a charity to fundraise for. But ones who are far more likely to want to take up the extreme challenge of shaving your head for charity.
The recruitment ads were uniquely shot using a two-way mirror so that we could capture the whole range of emotions that shavers experience when the clippers hit your hair for the first time. This impactful campaign resulted in the video content over-delivering on views by 174% and a high CTR of 0.20%. With social channels creating 52 million impressions alone.
