World’s Greatest Shave dumps ‘Bon Rurgundy’ and introduces superhero ‘Shaverhands’
The World’s Greatest Shave, a fundraising campaign for the Leukaemia Foundation, is set to return this year with a blockbuster-themed movie trailer ‘Shaverhands’.
The campaign, which was created by Abnorml, doesn’t include iconic ‘Chinville News Network’ anchor Bon Rurgundy and is instead centred around a woman who was born with shavers instead of hands.
This year, The World’s Greatest Shave has created an ad which is brought to viewers screens by ‘Chiniversal’ and features the super hero Shaverhands who aims to save the world from blood cancer.
Simon McGrath, co-founder and creative partner at Abnorml, said in a statement: “The idea behind Shaverhands is simple. She was born with shaver hands and you were born with hair. Bringing both parties together will help shave the world from blood cancer.”
Susie Howard, general manager of brand and marketing at the Leukaemia Foundation, added: “This campaign relies on a mix of traditional and non-traditional tactics to drive registrations from launch through to the middle of March
“On top of this, 2019 has seen us implement a more robust behavioural journey for participants to further encourage donations and support.”
Credits:
- Brand: Leukaemia Foundation
- Clients: Susie Howard and Harriett Carter
- Creative Agency: Abnorml
- Creative Director: Paul Barkley
- Creative Director: Simon McGrath
- Production: Heath George/Clockwork Films
- Photography: Richard Weinstein
- Illustration: Chris Wahl/The Jacky Winter Group
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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