Overview Video Series

Movember – Mo Like A Pro

We teamed up with Movember, the leading charity changing the face of men’s health, to produce a series of Overview Videos for global distribution. With a tight knit team and an even tighter deadline, we turned this project around in six weeks for the launch of their 2022 campaign.

Angus McCormack
Our favourite part of working with the Vidico team was their adaptability and eagerness to take on feedback. Vidico was always super responsive and solution-focused throughout our project. It was so inspiring to see them become so passionate about our brand and ensure that we received video content that excited and informed our community.
Angus McCormack
Content Manager Asia-Pacific
Mission

Mission

Movember’s mission is to:

  1. Change the face of men’s health
  2. Help men live happier, healthier and longer lives.
  3. Stop men dying too young.

Movember approached us to produce a video series titled ‘Mo Like A Pro’, to encourage fundraising participants to download their app and participate in activities. The video assets were localised for Australia, the UK and US by use of different voice overs, as well as in social optimised ratios of 9:16 and 1:1. The distribution was social-first, with assets published on Twitter, TikTok, Instagram and Facebook. All in all there were six assets produced, with five individual call outs to the app and campaign and one supercut.

Creative Approach

Creative Approach

Movember’s brief included a breakdown of what each video needed to address with related call to actions. They were specifically after a group of talent that fit the ‘universal’ vibe, including moustache talent and diversity representations in age, gender, sexuality and ethnicity. 

The overall creative direction was driven by Movember’s robust brand kit, tone of voice and their team spirit. Their tone is informal and easy to understand, like talking to a friend. There’s a sense of humour, so cheek and irreverence work, but not if it doesn’t come naturally or fit the context. It was particularly important to focus on aesthetics and incorporate grit and grain, as well as warmth and texture.

The Movember team were well aware of the tightness needed to meet the delivery and collaborated with us to ensure their feedback and ideas were timely at every step. They even joined us on set and gave us valuable notes live. Big shoutout to Kelly, our video production Melbourne editor who worked particularly closely with the team to nail their vision, colouring to perfection and using fast, punchy cuts and transitions. The nature of conducive collaboration across this project is what brought it all together.

Results

Results

Our video production in Australia thoroughly enjoyed teaming up with the Movember team and loved the opportunity to breathe their voice through the series of videos, especially given the awesome cause.

The video series has approximately 4 million views, and Movember saw the most impressive campaign results to date.

Video Stats:

  • About 4 million views across all platforms
  • 35,500 reactions (Instagram & TikTok)
  • 77,000+ impressions (Twitter & Facebook)
  • 2,130 engagements on Twitter and Facebook (AUS channels)

Global Campaign Stats:

  • 330,000+ people signed up for Movember in 2022
  • Over 15,000 events were hosted
  • For Move challenges: there were enough kilometres walked/run to complete an equivalent distance of 107 laps around the earth
  • 12 tonnes of moustache hair was grown

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