Boomers' Superiority in All Aspects of Life - Except for One - Recalled in Men's Health Campaign

Mosh, the online platform dedicated to men's health, has recently launched a captivating outdoor advertising campaign in Melbourne, featuring a whopping 1000 bold advertisements.

The new campaign, titled 'A Departure from Tradition', showcases the immense progress made in the treatment of hair loss since the era of the 1970s and 80s, taking us back to a time when housing was affordable and tertiary education was free.

During that period, remedies for hair loss were not only expensive, but also dubious in their effectiveness.

According to Ben Harrison, the creative director at Mosh, millennials and zoomers are burdened with various economic challenges inherited from their parents. This issue is a constant source of concern for them. Consequently, inheriting a receding hairline can often feel like the final straw. However, Mosh wants to assure them that despite the difficulties they face, restoring their hair and regaining their self-confidence is entirely possible.

In the words of Harrison, "It's the glimmer of hope at the end of the hairline."

Alexandra Aguirre, the senior marketing manager of Mosh, stated that the primary objective of this campaign is to raise awareness about the treatment options available to combat hair loss in a lighthearted and enjoyable manner.

Aguirre acknowledges that many men feel uncomfortable and uncertain when considering hair loss treatments. After years of associating such treatments with retired cricket players, laser caps, or secretive trips to Turkey, they find themselves unsure about the array of options available to them.

To exemplify the success and efficacy of their treatments, Mosh has chosen Ross Hall, a genuine customer, as the face of their advertising campaign.

Credits:

Senior Marketing Manager - Alexandra Aguirre

Creative Director - Ben Harrison

Art Director - Eamon Hayward

Copywriter - Jono Seidler