‘That’s Bloody Beautiful’: Jack Nimble wins tender to revamp World’s Greatest Shave creative
Creative agency and production house Jack Nimble has won the open tender to lead the 2024 creative transformation for the Leukaemia Foundation’s World’s Greatest Shave, with a campaign ‘That’s Bloody Beautiful’ launching this month, Mumbrella can reveal.
In May last year, the Leukaemia Foundation called the tender, as it looked to refresh the brand and end its iconic upside-down chin campaign, that had been in place since 2007. Abnorml, the incumbent, held the creative remit since 2015.
The Leukaemia Foundation and Jack Nimble both confirmed the win to Mumbrella.
A Leukaemia Foundation spokesperson said: “I can confirm that the Leukaemia Foundation is excited to have appointed Jack Nimble as its creative partner for World’s Greatest Shave 2024 on a project basis.”
Mumbrella understands the foundation operates without formalised agency rosters, but instead on a project-by-project basis.
Jack Nimble undertook the complete creative overhaul, successfully marking the end of an era and the dawn of a more contemporary, vibrant brand.
“‘That’s Bloody Beautiful’ is designed to attract a new generation of participants and donors to help fund blood cancer research and support, and realise a future where zero lives are lost to blood cancer,” said the Leukaemia Foundation’s general manager, fundraising and growth, Charlotte Webb.
“Whilst many Australians may remember the upside down chins, many didn’t know the World’s Greatest Shave was raising funds for the Leukaemia Foundation and people with blood cancer. ‘That’s Bloody Beautiful’ makes the link back beautifully.
“Changing your hair is the ultimate act of support for people facing blood cancer,” she explained. “‘That’s Bloody Beautiful’ celebrates the joy, fear, connection and solidarity that thousands experience while sacrificing their hair for the Leukaemia Foundation’s World’s Greatest Shave each year.”
As part of the new brand platform, Jack Nimble also transformed the World’s Greatest Shave’s visual identity, establishing a new style that aims to set it apart from other fundraising events.
“‘That’s Bloody Beautiful’ has been a privilege to work on for [my]self and the Jack Nimble team,” said Adam Wise, co-founder and ECD at the agency.
“I remember the upside down chins from school, so I was buzzing when the opportunity came up to revamp the World’s Greatest Shave,” he continued. “As well as remembering the brand fondly, our team encountered personal and sensitive stories with blood cancer from our own families, so it’s been a project that’s been very close to our hearts.”
World Cancer Day is approaching on February 4, with official World’s Greatest Shave events taking place across Australia between February and March.
Last year, the Leukaemia Foundation’s media agency, OMD, raised over $40,000 for the charity at its fundraising events in Brisbane and Melbourne.
‘That’s Bloody Beautiful’ is live across TV, BVOD, OOH, social, UGC, website and fundraising merch.
Credits:
Client: The Leukaemia Foundation
General manager, brand & marketing: Susie Howard
Head of brand & creative: Scott Mullins
Head of campaigns & products: Alexandra Ryan
General manager, fundraising & growth: Charlotte Webb
Creative manager: Jacob Hogarth
Creative Agency & production company: Jack Nimble
Executive creative director: Adam Wise
Creative director: Taylor Thornton
Senior art director: Divya Abe
Designers: Jemma O’Connell & Hayden Vartiainen
Head of production: Hayley Olsson
Producer: Rosie Pike
Video
Director: Toby Morris
DOP: Mitch Ayers
Cam assist: Louis Lau
Gaffer: Jay MacNeill
Best boy: Ben Friesen
Grip: Kris Wallis
Grip assist: Rob Birtles
Sound recordist: Luke Fuller
Production designer: Aisha Phillips
Buyer/dresser: Stephanie Dunlop
Art assistant: Lachlan Brown
Wardrobe: Madison Mullane
HMU: Lily Milijkovic
Unit manager: Matt Withaar & Vasja Senft
Location scout: Caroline Lepron (Skoutli)
Casting: Mathew Waters
Editor & VFX: Josh Regoli
Animator: Rikki Clark
Sound design & music composition: Johnny Higgins, Isaac Stewart
Colour grade: Matt Campbell
Stills
Photographer: Toby Burrows (The Kitchen Creative)
Digi op: Simon Taylor
Photo assist: Matteo Macri
Retoucher: Paul Germano (Visual Thing)
Production designer: Madison Mullane
Styling assistant: Joshua Mullane
Hair & makeup: Franka De Luca
Hair stylist: Gavin Anesbury
Unit manager: Matt Withaar
Casting: Mathew Waters
Media agency: OMD
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Lauren McNamara is the associate editor 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.
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topics
Adam Wise
Charlotte Webb
creative
Jack Nimble
Leukaemia Foundation
That's Bloody Beautiful
World's Greatest Shave
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