Cannes Contenders: BC&F Dentsu

How will New Zealand perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…

Movember: The Right to Grow

New Zealand has the highest rate of male youth suicide in the world. Yet because of many schools’ ‘clean-shave policy’, those most affected by mental health issues weren’t able to participate in Movember and were being denied an avenue to speak up. BC&F Dentsu sent out personalised letters to principals around New Zealand requesting that, for the first time ever, they suspend their rules, and let schoolboys grow some mos. As designed, the campaign set up a nationwide debate resulting in a record number of donations and a record number of signups. All with the cost of a postage stamp.