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