For their 2024 campaign, Movember wanted to reignite the “fun” that had been such an iconic part of the brand, while still illustrating the importance of the their work. To bring this to life, we suggested demonstrating the lengths (or perhaps heights) one person would go for men’s health.

We partnered with former Olympian Jon Montgomery. As host of TV’s Amazing Race Canada his moustache has been all over the world, but had neven been to space.

We encased his ginger whiskers in acrylic and sent it to the edge of the stratosphere. It then safely floated back to earth – straight into the World Record books*.

The results were out this world. Jon accompanied his space traveling moustache to morning and news shows across the city. The story was picked up by CBC, CP24, CTV, Breakfast Television, Global, National Post, TVA, 680 News, Newstalk 1010 and CHUM 104.5 with Marilyn Denis. Coverage included key messages about the importance of supporting men’s health initiatives and a call-to-action to visit Movember.com to sign up to participate and/or donate.

*Highest Altitude Reached by a Human Mustache Using a Balloon