The Do-Over / Mosh

Hirsuteness and heavy music have always gone hand-in-hand, from punk mullets to metal mohawks.

Rock festivals are a staple of Australia's summer season and in Good Things, the nation's biggest, Mosh saw an unique opportunity to reach and educate a new audience by talking to them in their own language.

The Do-Over is a category-first activation that took our online health brand into uncharted territory. Now in its third year, the bespoke barbershop offered moshpit-ready hairdos for the price of a conversation, as Mosh barbers talked regrowth strategies with punters while wielding the clippers.

We've continued to show up in style, with a fully customised set that resembled instrument cases and amps, covered in stickers that re-imagined hair loss symptoms as death metal bands. Even our logo had a devil horns makeover! Every successful chop copped a coveted bumbag with more themed collateral showing how to spot signs of hair loss and act on them. Subsequent years have seen the introduction of Moshy for female hair loss at the request of punters.

The campaign was one of the most successful in Mosh history, picked up by national TV two years runningand broadsheets, reaching thousands of punters and driving a 131% increase in impressions for the branded keyword 'Mosh hair loss,' along with a 260% rise in clicks on paid search.