Fresh From The Field — Mullets That Matter – By McCarthy
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.
Thinking outside the barber’s chair, McCarthy Studio walk us through their recent campaign work for The Mental Health Foundation of New Zealand held in March 2023.
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In the wild and wonderful world of fundraising, we knew we needed something truly captivating to capture attention. Enter Mullets That Matter, a peer-to-peer campaign we developed in partnership with The Mental Health Foundation of New Zealand.
The goal of the campaign was to raise funds for mental health resources while embracing the audacious spirit of the iconic mullet. We set out to create a campaign that would ignite immediate buzz and ensure longevity and growth for years to come.
The Design Response
Looking at data from previous MHF fundraising efforts, we discovered that often it was simplest ideas that had the biggest impact, and that people were at the heart of the more successful campaigns. By casting an eclectic ensemble of mullets, representing all shapes, sizes, ages, and genders, we transformed these vibrant characters into the heroes of our campaign.
Thinking outside the barber’s chair, we harnessed the power of people, photographing them in the studio, bathed in a sunny yellow, uplifting palette. Our irreverent logotype, which morphs into a mullet itself, was paired with a quirky mullet logo that forms the two M’s that define the name. Additional mullet-clad icons guide supporters through the journey of signing up and championing our cause.
With clear and engaging typography, our messages leap from the page with a cheeky yet caring tone of voice:
– Hair for you
– Mullet over
– Business up front, hero in the back
– Advocacy never looked so good
– Look out for your lid.
But it’s the undeniable, head turning charisma of our mullet heroes that steals the show. Their luscious locks command attention and captivate hearts, ensuring this campaign is etched in the memory of all who encounter it.
The community answered our call. Together, they raised over $130,000, shattering our $100,000 target. As a result, 425,000 vital mental health resources were spread amongst the community, empowering and supporting those in need.
The Design Team
The Client Team
Mental Health Foundation of New Zealand
Toaki Okano, Photographer