Stick-on Mos grow piggyback-style on ads near you

A moustache-growing charity event is getting a shave from Philips and spirits from Canadian Club.

The Australian-born men’s health charity event Movember is working with Toronto-based guerrilla marketing agency Smak to spread the word on the moustache-growing affair that begins Nov. 1 by stickering existing transit ad creative, billboards and posters with Mos (Aussie slang for moustaches).

Beginning this month, life-sized moustaches will appear in high-profile locations in Toronto, Vancouver, Victoria, Calgary and Edmonton – including gyms and bars – with the intent to raise intrigue and get viewers to visit for further info on the charity.

As one of the sponsors, Philips is hosting shave-offs across Canada next week. And Canadian Club is the official sponsor of the Movember Gala events, which celebrate the month-long Mo-growing challenge across Canada in late November. At the Gala events, Mo Bros (men sporting moustaches for the cause)will get the chance to strut their stuff on a runway and vie for the title ‘Man of Movember.’ A Toronto Gala will take place Nov. 27 at the Phoenix, and Canadian Club is preparing cocktail stirs with moustaches, pocket guides and a unique drink called ‘The Burgundy,’ named after Will Ferrell’s character in Anchorman. The Movember Pocket Guides will also be given away at the Philips Mo-Offs (shave-offs).

Building on a five-year track record of asking men to grow moustaches, Movember came to Canada last year and saw 2,400 participants help raise over $545,000 for the Prostate Cancer Research Foundation of Canada. Since its launch, Movember has helped raise over $29 million for prostate cancer research.