The out-of-home digital activation asked men to “Show Us Your Mo” outside Sydney’s Galeries on George Street.
Hundreds of blokes sporting Movember mos celebrated the end of a long mo-growing month by testing a unique out-of-home digital activation by JCDecaux, the “Show Us Your Mo” facial scanner, outside Sydney’s Galeries on George Street last week.
JCDecaux partnered with Movember to launch the moustache facial recognition dispenser panel, which used special facial recognition technology to identify if a person had a moustache and then offered them a facial scan - with a twist.
“Show Us Your Mo” scanned a man’s face, detected a mo and then cleverly analysed the potential for “pash rash”.
If the scanner detected a substantial moustache - with a serious “pash rash” factor - the gent was rewarded with a dispensed product from the special “pash rash” cream range called Movember Rain.
Movember Rain is the world’s first-ever dedicated “pash rash” treatment and has been specially designed to soothe the skin of those who have suffered through a month of prickly smooches.
“We were so excited to work on this campaign with Movember and reward men and their long-suffering partners with this fun activation," JCDecaux head of creative solutions Ashley Taylor says.
"It’s a great opportunity for us to build on the incredible facial tracking work we’ve been doing recently and to celebrate the end of mo growing! Movember is such a great brand, and this collaboration has been a long time in the making. We made people smile with this special build, while further raising awareness for such an important cause.”
Movember aims to raise awareness of men’s health issues, particularly prostate and testicular cancer, mental health and suicide prevention, by encouraging men to grow a mo throughout November.
Movember marketing director, Jason Olive, says the activation was a chance to celebrate the Mo men - and the unsung heroes of the Movember campaign.
“Movember’s supporter base is much wider than those who grow a mo and we wanted to acknowledge anyone who has played a role," Olive says.
"For years we’ve heard the cries of ‘Mo-Bro’ partners who have experienced the dry, itchy chaffing caused by the man with a mo - otherwise known as ‘pash rash’. This year we’ve answered those calls. We created Movember Rain to show our solidarity, raise vital funds and ultimately celebrate the partners and loved ones of Mo Bros everywhere."
Movember Rain is also available for purchase via movember.com. All proceeds go directly to Movember.
The “Show us your Mo” panel was on display at the front of the Galeries on George Street on November 28.