Tying in with an overall brand refresh for Macmillan, we wanted to make sure every aspect of Brave the Shave was unified, inspiring and accessible. This meant rethinking how photography was used to capture the shaves themselves, how copy could create a cohesive journey from radio ads to envelopes and creating an advertising campaign that was both eye-catching and true to the heartfelt reasons behind people’s shaves.
Running through all aspects of our work on Brave the Shave is the priority to keep the focus on the motivations of the shaver and the person that inspired them to Brave the Shave – the person in their lives, or outside of it, that they are doing it for.
The campaign is brought together with the line ‘This is for.’ It is used as motivations on our adverts and posters to voice shavers’ dedications; from highly personal reasons such as ‘this is for my sister’ to universal reasons such as ‘this is for everyone living with cancer’. It also features on communication sent out to shavers; from the welcome pack’s envelope featuring a big and bold illustrated pair of clippers holding the line ‘This is for you’ to the thank you pack’s letter opening with the line ‘This is to say thank you for doing something amazing’.
Our campaign heroes the shaver, placing them in direct conversation with the audience, proud of their action, and uses a first-person personal motivation as a headline. This allows us to represent the event simply, in all its glory, and to celebrate the people taking part.
We want to promote life and living and inspire others to think about how they might get involved and for whom they might Brave the Shave.