Leukaemia and Blood Cancer NZ launches campaign for upcoming Shave Week via .99

New Zealanders will this year be able to get behind a good cause in more ways than one, as part of Leukaemia and Blood Cancer (LBC) New Zealand’s annual Shave for a Cure event. Kicking off on Monday 17 February, the height of the appeal will be marked by Shave Week, which runs from March 17-23.

This year’s campaign, developed by retail agency specialist .99, uniquely highlights the stories of real Shavees, calling on potential Shavees to share with those around them why they are willing to shed their locks for the cause.

VIEW THE FIRST SPOT

VIEW THE SECOND SPOT

To showcase this, .99 has brought together a beautiful, refined campaign, including a brand new TVC developed in conjunction with Blockhead Visual Effects, as well as print and online marketing efforts, to encourage Shavees to feel great about making a difference and inspire hope in Kiwis living with blood cancers.

Through a partnership with WORLD clothing, .99’s campaign also includes a range of limited edition t-shirts by New Zealand artist Sam Yong, depicting iconic Kiwi hairstyles. All proceeds from the $40 t-shirt range will go to LBC, so those of us not keen on a full shave can make a world of difference, too.

Says Ben Goodale, .99 and justONE managing director: “The opportunity to work with WORLD was one we were really excited about. They have a creative reputation that is second to none, and are a great bunch of people.

“Of course, LBC is an organisation totally committed to changing the lives of New Zealanders for the better. We trust this campaign will deliver on all fronts and will encourage Kiwis to feel great, look great and do great.”

The campaign is the organisations biggest single fundraising opportunity each year. In 2014 it is hoped that up to 3,500 individuals will help raise a bold target of over $1.7 million for the charity – both figures marking a 22% increase on 2013.

T-shirts will be available in all WORLD stores and via their online shop, throughout February and March.

Client: Leukaemia & Blood Cancer New Zealand

Sam Ricketts

Original Soundtrack: Liquid Studios

Composer: Peter van der Fluit