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Agency: Cummins & Partners and Glue Society Melbourne
Client: Movember Foundation
Dan Saunders, ECD, Redengine:
This powerful and timely campaign launched by the Movember Foundation brings much needs attention to world suicide day through a series of films disguised as “How Too” videos. The aim is to help men to open up about how they feel; and not to hide their emotions away.
As the films start playing, we assume that they are standard “How Too” films, such as how to fix a bicycle tyre. However, it is only when we un-mute the content that we hear a very different narrative. These men are actually telling us that they are struggling, and that everything is not okay. Brilliant concept, thought provoking, and a fresh approach to a very real problem.