Mon, 20 Jun 2022 13:53:32 GMT
Mr. President and Zenith have launched a new campaign for Macmillan Cancer Support’s annual fundraiser: Brave the Shave. The fundraiser has been innovated with a new creative approach to reflect the hybrid event that Brave the Shave is today. The ask remains for people to shave their heads to raise money for people living with cancer. But in a twist to the original approach, the campaign builds to a moment centred around 'Live Week': 8-14th August, when people across the nation are encouraged to shave their heads and share their big moment.
Anyone can take part, but the call for fundraisers is supported by Global who will be taking things to the next level by sharing people’s efforts across the UK with live shaves being broadcast on-air across its radio brands during live week.
Choosing to shave your hair is nothing compared to losing it when you have cancer, and Mr President was sensitive to this whilst developing creative. Asking people to shave their head to fundraise is still a huge ask. So the new approach is all about the fundraisers themselves, their motivations and how it feels for them.
To encourage people to sign up and deliver the most impact, the new campaign highlights how it feels for the shavers in the lead up to and during their shave. The full gamut of emotions is captured using a two way mirror, authentically revealing the wonderful shavers as they went through surprise, joy, nervousness and everything in between.
Mr President’s associate creative director, Laura Clark, said, “We’re truly proud as an agency to work with Macmillan on innovating Brave the Shave into a space which helps to broaden its audience even further. Giving this incredible act the recognition it deserves will truly make an even bigger difference to people living with cancer.”
Following appointment as one of Macmillan’s creative partners at the start of the year, Mr. President planned the campaign with media agency, Zenith. It will be running across the summer via social media, DOOH and through the Global partnership.view more - Creative
Creative agency: Mr. President
ACD: Laura Clark
Senior Creative: Dan Ball
Senior Creative: Joe Stone
Head of Account Management: Lillie Price
Senior Account Manager: Julia Fish
Strategy Director: Naomi Dunne
Programme Director: Becky Ormrod
Designer: Alice Kumagami
Designer: Dann SIlverton-Stewart
Media agency: Zenith
Group Strategy Director: Tim Payne
Performance Planning Director: Tyler Milner
Planning Manager: Clarissa Tyerman
Client: Macmillan Cancer Support
Brand and Marketing Director: Ant Newman
Head of National Marketing (Fundraising): Abby Solomon
Senior Marketing Manager - National Marketing Fundraiser: Jasmine Saltwell
Senior Marketing Manager - National Marketing Fundraiser: Jessica Rees
Production Company: @Trayler
Directors: Amit Amin & Naroop Jhooti
DOP: Jake Schuhle Lewis
Head of Production: Kay Edwards
Categories: Corporate, Social and PSAs, CharityMr. President, Mon, 20 Jun 2022 13:53:32 GMT