Harness the power of the ‘stache: Movember launches ‘Mancestry’ test via DDB Melbourne
As we reach the end of Movember, the brand has partnered with EasyDNA to develop the ‘Mancestry’ test, with new creative from DDB Group Melbourne.
The Mancestry test involves plucking a few moustache hair samples to be processed by EasyDNA’s labs for analysis.
“After the highly successful launch of our global platform ‘The Mo is Calling’, we wanted to harness the power of the ‘stache to build a sense of radical belonging – one that truly unites men around the country,” said Hugh Miller, Movember’s global director of brand and content.
EasyDNA scientist, Trevor Tyson, added: “EasyDNA is one of Australia’s foremost providers of DNA testing. We’ve partnered with Movember to provide something completely new in the world of DNA.”
The test aims to help men feel more connected, by analysing the DNA in their follicles and tracing it back to moustachioed men in their lineage.
“We look at genetic markers in your DNA and compare them to a database from around the world. This reveals where your ancestors likely lived and their ethnic origins,” Tyson added.
Notable Movember participants – including professional chef Andy Hearnden, content creator Ash Wicks (known as jampikelets on TikTok), radio host Cam Daddo and AFL player Sam Draper – are set to take part in the Mancestry test, with their results revealed later this month across media and socials.
Each Mancestry report will provide valuable health insights relevant to geographic heritage, which could spark important conversations with healthcare professionals, according to DDB.
“The family tree of humanity is much more interconnected than we often tend to think,” said DDB Melbourne’s group ECD, Psembi Kinstan. “That’s why many of us are distantly related to notable (moustachioed) people from history, from Charlemagne to Ghengis Khan to Eric the Red Mo.”
Giles Watson, group creative partner at DDB Melbourne, added: “Knowing where we come from and who we’re connected to can have a profound effect on our outlook.
“Now, whether you’re rocking a glorious handlebar, or a humble bit of bum-fluff, Mancestry is proof of your moustache’s power to bring men together and start vital health conversations,” he concluded.
Credits:
Client: Movember
Global director of brand & content director: Hugh Miller
Creative production manager: Thomas Pike
Global impact communications lead & PR manager: Kristy Ward
Head of marketing campaigns, Australia: Natalie Kirby
Agency: DDB Group Melbourne
Chief creative officer: Stephen de Wolf
Group executive creative director: Psembi Kinstan
Group creative partner: Giles Watson
Group creative partner: James Cowie
Senior art director: Charlie Brookes
Senior copywriter: Carly Dallwitz
Head of craft: Adam Hengstberger
Head of content production: Sonia McLaverty
Content producer: Edward Connelly
Managing partner: Toby Beaumont
Business director: Jenny Thompson
Planning director: Chris Regan
DNA testing partner: EasyDNA
Design and print production: Collider Studio
Printing: Peachy Print
Original music composition: Burkhard Dallwitz
Sound studio: Bang Bang
Director: Polly McGregor
Executive producer: Holli Dee
Sound designer: Tristan Dewey
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
DDB Melbourne
EasyDNA
Giles Watson
Hugh Miller
Mancestry
Movember
Psembi Kinstan
Trevor Tyson
Have your say