The posters appeared inside the restaurant, where customers aren’t used to being asked to make donations for a good cause. They had to be fun and engaging, making people go out of their way to make a donation.

Jack Astor’s is known for leaving crayons on tables covered with craft paper, which guests are encouraged to colour on. Using these visual elements, we created a series of posters of hand drawn headlines incorporating moustaches into the typography.

The posters launched in Jack Astor’s restaurants in November 2012. Their popularity among customers led to Jack Astor’s most successful Movember initiative to date, raising more donations than expected, all while raising awareness of men’s health.