“Many didn’t know the World’s Greatest Shave was raising funds for the Leukaemia Foundation and people with blood cancer."
The Leukaemia Foundation’s iconic and long-standing fundraising initiative, The World’s Greatest Shave, has undergone a complete brand overhaul, revealing a fresh new look and integrated brand campaign via creative agency and production company Jack Nimble.
As part of the new brand platform, Jack Nimble also completely transformed The World’s Greatest Shave’s visual identity, establishing a distinctly ownable style that sets it apart from other peer-to-peer fundraising events.
The new brand marks a significant departure from the previous look, the long-standing upside-down chin campaign, which has been running since 2007.
Leukaemia Foundation general manager, fundraising and growth, Charlotte Webb, says That's Bloody Beautiful’ is designed to attract a new generation of participants and donors to help fund blood cancer research and support, and realise a future where zero lives are lost to blood cancer.
“While many Australians may remember the upside down chins, many didn’t know the World’s Greatest Shave was raising funds for the Leukaemia Foundation and people with blood cancer. ‘That’s Bloody Beautiful’ makes the link back beautifully,” she says.
“Changing your hair is the ultimate act of support for people facing blood cancer. ‘That’s Bloody Beautiful’ celebrates the joy, fear, connection and solidarity that thousands experience while sacrificing their hair for the Leukaemia Foundation’s World’s Greatest Shave each year."
Jack Nimble’s executive creative director & co-founder, Adam Wise, says ‘That’s Bloody Beautiful’ has been a privilege to work on for himself and the Jack Nimble team.
“I remember the upside down chins from school, so I was buzzing when the opportunity came up to revamp the World’s Greatest Shave,” says Wise.
“As well as remembering the brand fondly, our team encountered personal and sensitive stories with blood cancer from our own families, so it’s been a project that’s been very close to our hearts."
With World Cancer Day on February 4 and World’s Greatest Shave events taking place across the country from February to March, the first iteration of ‘That’s Bloody Beautiful’ includes a suite of TVCs, BVOD, OOH, social content, user generated content, website and fundraising merchandise.Credits:Client: The Leukaemia FoundationGeneral Manager, Brand & Marketing: Susie HowardHead of Brand & Creative: Scott MullinsHead of Campaigns & Products: Alexandra RyanGeneral Manager, Fundraising & Growth: Charlotte WebbCreative Manager: Jacob HogarthCreative Agency & Production Company: Jack NimbleExecutive Creative Director: Adam WiseCreative Director: Taylor ThorntonSenior Art Director: Divya AbeDesigners: Jemma O’Connell & Hayden VartiainenHead of Production: Hayley OlssonProducer: Rosie PikeVIDEODirector: Toby MorrisDOP: Mitch AyersCam Assist: Louis LauGaffer: Jay MacNeillBest Boy: Ben FriesenGrip: Kris WallisGrip Assist: Rob BirtlesSound Recordist: Luke FullerProduction Designer: Aisha PhillipsBuyer/Dresser: Stephanie DunlopArt Assistant: Lachlan BrownWardrobe: Madison MullaneHMU: Lily MilijkovicUnit Manager: Matt Withaar & Vasja SenftLocation Scout: Caroline Lepron (Skoutli)Casting: Mathew WatersEditor & VFX: Josh RegoliAnimator: Rikki ClarkSound Design & Music Composition: Johnny Higgins, Isaac StewartColour Grade: Matt CampbellSTILLSPhotographer: Toby Burrows (The Kitchen Creative)Digi Op: Simon TaylorPhoto Assist: Matteo MacriRetoucher: Paul Germano (Visual Thing)Production Designer: Madison MullaneStyling Assistant: Joshua MullaneHair & Makeup: Franka De LucaHair Stylist: Gavin AnesburyUnit Manager: Matt WithaarCasting: Mathew WatersMedia Agency: OMD
