With COVID-19 dominating health news in 2021, the Politix x Movember campaign was in danger of going unheard. So, we leaned into the two brands’ iconic assets (tailored suits and mo's) to design a controversial statement even 'men of few words' would talk about. A Mo-Hair Suit—made from real moustaches. 

We reached out to Pam Kleemann-Passi, a Melbourne artist, whose work explores the nexus of medical science and creativity—often through the use of human hair. She had also, sadly, lost her husband to prostate cancer (5 years ago, in November 2021) and saw this project as a way to honour his memory. 

Collaborating with Pam and POLITIX, we pioneered a new 'mo-terial' using moustache clippings from men across Australia. We partnered with Sustainable Salons, who collected 90% of the mo-hair from their national network of barbers—the rest was our own, our dads', brothers' and friends', posted in ziplock bags to Pam's studio.

Politix prides itself on quality tailoring and attention to detail. But with no sketches, mockups or sneak peeks, this may well have been a thick, prickly, Chewbacca-esque monstrosity. Our intention was a sleek, stylish fashion statement, but it could easily have been a disaster. 

It wasn't a disaster. It was beautiful.

The fuzzy fabric was tailored into a sleek POLITIX suit, eerily resembling the brand's flagship design. You'd never guess this dark, tweed-like material was actually human hair. That the elegant buttons were made of stubble. The dappled colouring was a mélange of brown-ish, ginger and grey mo-clumps. And that POLITIX's signature windowpane pattern, stitched in place with invisible tulle, served a dual purpose of looking stylish and preventing shedding.

Inside, the suit's lining featured messages from people whose lives have been touched by men's suicide, testicular cancer and prostate cancer. 

We secured an earned segment on the Today show to unveil the suit on live national TV, worn by host Karl Stefanovic. He interviewed Pam and Anthony 'Blue Wiggle' Field about their connections to the cause. 

We leveraged the suit's eccentricity to secure global coverage, from the UK, Middle East, USA and across Asia. Locally, it featured in Melbourne Fashion Week, ABC Radio, Men's Health, DMARGE, Rag Trader and more. 

Despite the Mo-Hair Suit's (intentional) icky-ness, the overall campaign sentiment was positive, with all talent and media articles driving further awareness to the POLITIX x Movember cause.

It gained:

- Approx. $2.7M+ in earned media  - Approx. 26M+ reach  - Engagement rate: 8.65% - POLITIX raised $100K in donations for Movember - Plus a Guinness World Record