Macmillan

OOH - Youtube - Social - ACD - Mr. President

Macmillan Cancer Support relies on vital fundraising to do whatever it takes for people living with cancer and we had the honour of helping the charity reinvent their annual fundraiser: Brave the Shave.

We know that asking people to shave their head is a huge ask. So our new approach was all about supercharging fundraisers’ efforts and bigging up their moment. As such, we gave Brave the Shave its very own ‘Live Week: 8-14 August 2022’ - encouraging people to sign up to shave their heads together and share their big moment with the nation.

Ads to encourage people to sign up ran on Youtube, social, OOH and a partnership with Global to highlight the moment between anticipation and when the clippers are raised to their head for the first time. We captured a full gamut of emotions using a two way mirror to authentically capture our wonderful shavers as they went through surprise, joy, nervousness and everything in between. All captured in one shot, once the hair was gone it was gone!

In live week itself we then shared peoples UGC content.

Senior Creatives: Joe Stone and Dan Ball

Photography: Amit and Naroop