Every year, an estimated 81,000 liters of Guinness get lost to mustaches around the world. A fun fact that became the creative spark for a far more serious message. Together with AWB, we were commissioned by Guinness Sverige to develop an activation that could extend the spirit of Movember beyond November and draw attention to men’s health when the mustaches start disappearing, but the need for awareness does not.

The result: The Barbeer Shop.
A two-day pop-up barbershop created in collaboration with the award-winning Mannerståls Herrfrisering in Stockholm. Launching on December 1 – the day after Movember ends – visitors were invited to have their mustaches trimmed for free, while triggering a 100 SEK donation from Guinness to Prostatacancerförbundet for every shave. All while enjoying a perfectly poured pint of Guinness 0.0.

The activation quickly found its audience by merging craftsmanship and community with a meaningful cause. The Barbeer Shop became a reminder that sometimes even the smallest rituals can contribute to something bigger.