To mark the 10th year of its partnership with men’s health charity Movember, Gillette UK teamed up with football legend and sports ambassador Ian Wright, plus YouTube stars Chunkz and Harry Pinero to launch #WrightysMoChallenge to raise funds and awareness for Movember.
Every November, Movember (the men’s health charity focusing on mental wellbeing, suicide prevention, prostate cancer, and testicular cancer), encourages people to sign up and take part in Movember by growing a moustache, hosting an event, or taking on an epic challenge.
In partnership with YouTube channel UMM, Wright laid down a challenge for Chunkz and Pinero to shave down and grow a Movember moustache to raise funds. The duo will compete to see who can grow the best moustache, encouraging others to get involved or donate.
The initiative was promoted from 1 November across both brand and organisation social channels with creative urging viewers to support Harry and Chunkz this Movember online at its https://bit.ly/WrightysMoChallenge website.
After the initial challenge creative, the campaign expands through a three-part video series on the UMM YouTube channel which sees Ian coach Chunkz and Pinero through a comic five-a-side football match, as well as sitting down for insightful interviews about football, fun anecdotes, and facial hair.
This sees Wright, Chunkz and Pinero joined by Arsenal stars Emile Smith Rowe and Bukayo Saka for further content created when they sat down at Powerleague Nine Elms to talk about the Gunners’ future.
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Gillette has a longstanding track record of using sport – ambassadors and sponsorships – as a key pillar in its marketing mix and in the UK this has ranged from its August 2020 ‘Premiership Rugby Restart’ with Paul O’Connell to its February 2020 campaign starring England and Manchester City attacker Raheem Sterling (see case study).
Ian Wright also recently fronted Gillette UK’s recent Gamechangers education programme alongside brand cause partner @footballbeyondborders.
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