OMD Australia has continued its partnership with Leukaemia Foundation for a second year to support its largest annual event, World’s Greatest Shave.
This event was created to inspire all Australians to step up and shave, cut or colour their hair in support of those living with blood cancer.
Leukaemia Foundation turned the campaign on its head this year, shifting away from its famous upside-down chins and opting for a dramatic creative overhaul with new tagline, That’s Bloody Beautiful.
Leukaemia Foundation head of communication and media Monique Cerreto said working with OMD has not only helped elevate and amplify the new brand campaign and tagline nationally.
"But connected the dots so beautifully between the way Australians consume media, and what will inspire them to take that next step of signing up. Put simply, it’s bloody beautiful," she said.
The new brand direction is aimed at encouraging communities to come together and support the cause, driving participation and donations through power in numbers – all while helping to make the world less lonely, scary and difficult for blood cancer patients.
Zeroing in on the campaign’s call-to-arms brief, OMD assembled multiple media outlets and, in a media first, united two rival radio networks Nova Entertainment and ARN for Leukaemia Foundation to come together and promote the campaign on air, and through a Bondi Beach activation led by OMD Create, the agency’s creative content division, and hosted by Smallzy and Mitch Churi.
Head of OMD Create Brisbane Laura Henry said it’s bloody beautiful to see two of the most unlikely allies bury the hatchet and put their differences aside for the greater good.
"This is such a special campaign and we’re thrilled to be able to bring it to life in a new and distinctive way this year. Every day, 53 Australians will hear the words ‘you have blood cancer’, so we are passionate about bringing attention to this important cause," said Henry.
"The campaign is a great display of OMD’s diversified media capabilities in action and it’s wonderful to work with a client who is willing to do things differently to make a positive impact."
OMD’s media approach for this year's World’s Greatest Shave included the rollout of custom bar coasters delivered to popular venues and nightclubs with QR codes to sign up, gym screen media, dynamic out-of-home countdowns, a TikTok influencer campaign and Today Show integration, including a weather cross with former NRL football star Sam Thaiday.
Also new to the media mix is oOh!media’s ‘barber shop’ bus shelters, located across Australia’s Eastern Seaboard, providing more than just a place to wait for the bus, but a symbol of hope, support and community coming together to fight against blood cancer.
Leukaemia Foundation’s CEO Chris Tanti said the campaign celebrates the everyday heroes in the community doing bloody beautiful acts of shaving, cutting, colouring or donating.
"It is a clever play on words and nod to Aussie colloquialism, but it also creates a mutual connection and shared goal between those living with blood cancer and our incredible participants," said Tanti.
As an agency, OMD expanded on its inaugural 2023 fundraising efforts and hosted World’s Greatest Shave events in Brisbane, Melbourne and Sydney offices.
OMDers and media partners from ARN, Nova Entertainment and oOh!media joined forces to shave, cut or colour their hair and cheer on 18 participants. Together, they surpassed last year’s total to raise $44,394.60 for Leukaemia Foundation.
OMD and Leukaemia Foundation encourage all Australians to be bloody beautiful and sign up to shave, cut, colour or donate at www.worldsgreatestshave.com.
Credits:
Leukaemia Foundation
Monique Cerreto – Head of Communication and Media
Nicole Jennings – Advertising & Digital Media Manager
OMD Australia
Laura Henry – Head of OMD Create Brisbane
Greta Mewing – Partnerships Director, OMD Create
Sophie Nicol – Partnerships Executive, OMD Create
Amelie Trienen – Social and Innovation Executive, OMD Create
Nelson Demartini – Head of Strategy
Matthew Evans – Business Director
Claire Rissler – Account Director
Sophie Bardsley – Account Manager
Eden Simmons – Account Executive
Lucinda Watt – Media Assistant
Amy Radford – Group Investment Director
Tayen Lamb – Investment Manager
Nick Guiver – Investment Executive
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