For years, World’s Greatest Shave had built a strong presence as one of Australia’s most loved community fundraising campaigns. But while the event had its own distinct energy and following, it had become creatively and emotionally detached from its parent — The Leukaemia Foundation.

The challenge was to reconnect the campaign to its purpose. To move beyond the fun of shaving heads — and remind Australians why people do it: to support those facing blood cancer.

Shaving your head isn’t just a stunt — it’s a symbol of solidarity.

Every strand that falls represents courage, empathy, and sacrifice.

To create deeper emotional connection, we needed to strip away the gimmicks and focus on the human truth: that behind every shave is someone choosing to give up a part of themselves — for someone they love.

We reimagined World’s Greatest Shave through a more emotive, human lens.

At the heart of the new platform was Jamie, a young, confident woman with a personal connection to the cause.

In a single, raw take, we captured Jamie shaving her head — no gimmicks, no grandstanding — just quiet courage. Her family looked on with pride and tears, embodying the very spirit of the campaign.

Set to Elton John’s haunting No Sacrifice, the TVC turned what could have been a lighthearted moment into something deeply powerful.