Leukaemia Foundation
Brand identity & campaign
Brand identity & campaign
Client
Leukaemia Foundation
SERVICES
Sydney, Australia
Year
2023
CREDITS
Jack Nimble
The World’s Greatest Shave is one of Australia’s biggest charity fundraisers. While brand awareness was at 73%, a massive disconnect existed: only a third of those people knew the funds actually went to supporting blood cancer patients. We needed to shift the existing creative platform away from silliness and toward a deeply human-centred and purposeful message.
How did we link blood cancer intrinsically
to the message? We leaned into the Aussie vernacular.
We used a classic phrase which perfectly encapsulates the act of shaving in support of people - That’s Bloody Beautiful. We complemented this message with vibrant and joyous photography, featuring everyday people shaving, colouring or cutting their hair. The bold typography treatment offers a modern, high-impact evolution from the brand's initial identity.
The results speak for themselves:
$11.5m raised and counting
+17,000 participants and counting
10% increase in average fundraiser dollars
10% increase in social engagement
🐊 finalist cairns crocs award for changing the world '24
🐊 finalist cairns crocs award for design '24
The World’s Greatest Shave is one of Australia’s biggest charity fundraisers. While brand awareness was at 73%, a massive disconnect existed: only a third of those people knew the funds actually went to supporting blood cancer patients. We needed to shift the existing creative platform away from silliness and toward a deeply human-centred and purposeful message.
How did we link blood cancer intrinsically
to the message? We leaned into the Aussie vernacular.
We used a classic phrase which perfectly encapsulates the act of shaving in support of people - That’s Bloody Beautiful. We complemented this message with vibrant and joyous photography, featuring everyday people shaving, colouring or cutting their hair. The bold typography treatment offers a modern, high-impact evolution from the brand's initial identity.
The results speak for themselves:
$11.5m raised and counting
+17,000 participants and counting
10% increase in average fundraiser dollars
10% increase in social engagement
🐊 finalist cairns crocs award for changing the world '24
🐊 finalist cairns crocs award for design '24
The World’s Greatest Shave is one of Australia’s biggest charity fundraisers. While brand awareness was at 73%, a massive disconnect existed: only a third of those people knew the funds actually went to supporting blood cancer patients. We needed to shift the existing creative platform away from silliness and toward a deeply human-centred and purposeful message.
How did we link blood cancer intrinsically
to the message? We leaned into the Aussie vernacular.
We used a classic phrase which perfectly encapsulates the act of shaving in support of people - That’s Bloody Beautiful. We complemented this message with vibrant and joyous photography, featuring everyday people shaving, colouring or cutting their hair. The bold typography treatment offers a modern, high-impact evolution from the brand's initial identity.
The results speak for themselves:
$11.5m raised and counting
+17,000 participants and counting
10% increase in average fundraiser dollars
10% increase in social engagement
🐊 finalist cairns crocs award for changing the world '24
🐊 finalist cairns crocs award for design '24
