JC Decaux partners with Movember on activation that rewards ‘Mo Bros’ with pash rash cream
Out-of-home business JD Decaux has partnered with The Movember Foundation on an activation that rewards ‘Mo Bros’ for their ‘pash rash’ factor with a tub of Movember Rain cream.
Using facial recognition software, the digital activation encouraged men to ‘Show Us Your Mo’ before scanning their face to identify a moustache.
Then, once a moustache was found, the Mo Bro was rewarded with a tub of cream dispensed from the screen – should the ‘stache be substantial enough.
The activation took place in Sydney’s Galeries on George Street last week to celebrate the end of Movember. Movember Rain is the world’s first dedicated ‘pash rash’ treatment and was created by boutique New Zealand skincare brand Triumph & Disaster.
JC Decaux head of creative solutions, Ashley Taylor, said the activation was to reward proud mo sporters and their rashed up partners.
“We were so excited to work on this campaign with Movember and reward men and their long-suffering partners with this fun activation. It’s a great opportunity for us to build on the incredible facial tracking work we’ve been doing recently and to celebrate the end of mo growing,” said Taylor.
Pash rash-inducing mos were rewarded with Movember Rain cream
“Movember is such a great brand, and this collaboration has been a long time in the making. We made people smile with this special build, while further raising awareness for such an important cause.”
The Movember Foundation aims to raise awareness of men’s health issues, particularly prostate and testicular cancer, mental health and suicide prevention, by encouraging men to grow a moustache throughout November.
Movember marketing director, Jason Olive, said the activation was a chance to celebrate the Mo men – and the unsung heroes of the Movember campaign.
“Movember’s supporter base is much wider than those who grow a mo and we wanted to acknowledge anyone who has played a role. For years we’ve heard the cries of ‘Mo Bro’ partners who have experienced the dry, itchy chaffing caused by the man with a mo – otherwise known as ‘pash rash’.
“This year we’ve answered those calls. We JC Decaux Australia and New Zealand created Movember Rain to show our solidarity, raise vital funds and ultimately celebrate the partners and loved ones of Mo Bros everywhere,” he said.
Movember Rain is also available for purchase via movember.com. All proceeds go directly to Movember.
