TLDR
Menswear brand POLITIX has cast actor Rob Mills as 'Monsieur Mo', a matchmaker who pairs moustaches with jackets, in its ninth year supporting Movember. POLITIX gives $10 from every jacket sold to the charity and says the partnership has raised more than $1 million.
KEY TAKEAWAYS
The campaign
POLITIX has cast actor Rob Mills as "Monsieur Mo", a matchmaker who pairs moustaches with jackets, for "Match Your Mo", its ninth year supporting Movember. The campaign launched nationally on 1 November across POLITIX stores and online, with in-store experiences, social, digital and out-of-home.[2]
POLITIX donates $10 from every jacket sold to Movember, which funds work on men's mental health and suicide prevention, prostate cancer and testicular cancer. Customers can also round up their purchase in-store or donate online.[2] The brand says the partnership, now "nine years and beyond", has raised more than $1 million.[1]
"I've had a few roles over the years, but a 'moustache matchmaker' might be a first," Mills said.[2]
The agencies
The campaign was made by Fabric, part of TBWA Australia, with media from Thinkerbell and Half Dome.[3] "Match Your Mo transforms Movember's most recognisable symbol into an ownable POLITIX brand experience," said Keenan Motto, Fabric's creative partner and co-founder.[2]
"Our nine-year partnership with Movember is something we're incredibly proud of," said Megan Voss, POLITIX's head of marketing.[2]
Movember's own campaign this year asks men to make a "growmitment".
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
What is Match Your Mo?
How much does POLITIX give?
How much has the partnership raised?
James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
