The Leukaemia Foundation's fundraising initiative, 'The World's Greatest Shave', has undergone a significant brand transformation. The new brand and integrated campaign, titled 'That's Bloody Beautiful', was crafted by creative agency and production company Jack Nimble. This marks a notable departure from the previous upside-down chin campaign, which has been in operation since 2007.

The new campaign aims to attract a new generation of participants and donors to fund blood cancer research and support. The first iteration of 'That's Bloody Beautiful' includes a suite of TVCs, BVOD, OOH, social content, user-generated content, a website, and fundraising merchandise. The World's Greatest Shave events are taking place across the country from February to March.

Charlotte Webb, Leukaemia Foundation General Manager, Fundraising and Growth, said, "'That's Bloody Beautiful’ is designed to attract a new generation of participants and donors to help fund blood cancer research and support, and realise a future where zero lives are lost to blood cancer."

The previous campaign, known for its upside-down chins, was memorable but many Australians were unaware that it was raising funds for the Leukaemia Foundation and people with blood cancer. Webb believes the new campaign makes the connection back beautifully, stating, "Whilst many Australians may remember the upside down chins, many didn’t know the World’s Greatest Shave was raising funds for the Leukaemia Foundation and people with blood cancer. ‘That’s Bloody Beautiful’ makes the link back beautifully."

The campaign also celebrates the act of changing one's hair as a show of support for people facing blood cancer. Webb added, "Changing your hair is the ultimate act of support for people facing blood cancer. ‘That’s Bloody Beautiful’ celebrates the joy, fear, connection and solidarity that thousands experience while sacrificing their hair for the Leukaemia Foundation’s World’s Greatest Shave each year."

The World's Greatest Shave's visual identity has been completely transformed by Jack Nimble, establishing a distinctly ownable style that sets it apart from other peer-to-peer fundraising events. Adam Wise, Jack Nimble’s Executive Creative Director & Co-Founder, said, "I remember the upside down chins from school, so I was buzzing when the opportunity came up to revamp the World’s Greatest Shave. As well as remembering the brand fondly, our team encountered personal and sensitive stories with blood cancer from our own families, so it’s been a project that’s been very close to our hearts."