Men’s online health platform Mosh is destigmatising hair loss this Halloween season through an out-of-home campaign.
The campaign references to popular film titles ‘Night of the living dead’, ‘Hellraiser’ and ‘The Texas Chainsaw Massacre.’
Mosh creative director Jonno Seidler told AdNews that the creative concept was presented by Yarno Rohling and produced in a 6-day turnaround.
“Hair loss is always a touchy subject, something we know from treating tens of thousands of guys experiencing it,” Seidler said.
“The key to breaking through is destigmatisation, and cleverly referencing popular Halloween film titles is certainly one way to do that.
“We want men to know that they can act on their hair loss effectively before they have to resort to something wild like a Turkish hair transplant.”
The campaign was supported by media agency Fourteen10.
"We then took our creative studio out to brainstorm the best campaign line to wrap it all up,” said Seidler.
"I pitched it to Fourteen10 on a Monday and they had it booked for the following week by Thursday.”
Seidler, who had previously held roles at M&C Saatchi and Leo Burnett, said that his remit at Mosh is to come up with novel ways to deliver the best health outcomes to Australian men.
"Our team loves pushing the envelope with our creative (we also sponsor a metal festival every year) but this one has really gone above and beyond,” he said.
“I've had a lot of positive feedback from people both here and overseas, which is always great when you take a bet on something a but out of the ordinary.”
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