After 20 years of raising funds to stop preventable male deaths, Movember was losing a little steam. The amount of money raised and fundraising events (mustaches) were declining. Essentially, Movember had lost a little bit of its mojo.

‘The Mo is Calling’ was their first global campaign launched across UK, USA, Canada, Australia, New Zealand. And Ireland. As the world’s least secret, secret society aimed at bringing people together to raise money for men’s health.

From chrome mustaches, Mongolian rock bands, and cult symbology. It redefined Movember as a brand.