Serge Gnabry Joins Google Germany’s Movember Campaign
AI-Powered Moustaches with Serge Gnabry & Google to Support Men’s Health
Together with Google and Serge Gnabry, we successfully brought the I’m joining the #Gen_a_MO challenge to life in collaboration with Movember and Google Deutschland, with the clear mission of raising awareness and funds for men’s health.
Serge Gnabry, known for his distinctive fashion sense and unique personal style, became the perfect face for the campaign. By leveraging Gemini, we creatively generated a variety of digital moustache styles inspired by Serge’s look, transforming a classic Movember symbol into a modern, playful, and highly shareable social media moment. The result: a culturally relevant activation that merged technology, style, and purpose.
At the heart of the campaign was participation. Fans were invited to generate their own moustache selfie using Gemini and share it as an Instagram post or Story with #Gen_a_MO, tagging @googledeutschland. For every shared moustache selfie, Google donated €12 to Movember, contributing to a total commitment of up to €1.1 million in support of men’s health initiatives worldwide.
The campaign seamlessly connected creativity, community, and cause—using AI-powered innovation to spark conversation, drive engagement, and make a tangible impact for men’s health.
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CHALLENGE
Finding Athletes with Real Influence to Lead Movember in a Key Market
The ambition was clear: Google aimed to roll out the Movember initiative on a global scale, with Germany positioned as one of the key focus markets. To bring the campaign to life locally, Google was looking for talents and athletes who truly fit the cause—individuals with real cultural relevance, strong reach, and the credibility to create genuine impact.
The brief went beyond visibility. It required big names who would not only lend their face to the campaign, but actively commit to it—athletes willing to fully participate, stand behind the message, and even grow a moustache themselves in support of Movember and men’s health awareness.
At Mative, working with the most influential and well-known talents is part of our DNA. From the very beginning, it was clear that Serge Gnabry is a name that simply cannot be missing from a campaign of this scale and relevance. Through our close collaboration with Serge, we knew he was the perfect fit—authentic, impactful, and genuinely engaged—to help shape and elevate the campaign in Germany and beyond.
STRATEGY
From AI-Generated Moustaches to Real Impact for Men’s Health
The campaign launched with a strong social-first kickoff led by Serge Gnabry. To introduce the initiative and clearly explain the mechanics, Serge shared an Instagram carousel post that marked the official start of the activation. At the center of the content: creativity powered by Gemini. Together with Google, Serge generated three different moustache styles using Gemini—each highly realistic and inspired by his personal style. The community was invited to engage directly by voting on which moustache style Serge should recreate in real life, turning awareness into interaction from the very first moment.
The post also clearly communicated the purpose behind the activation. For every participant who generated a moustache using Gemini and shared it on Instagram under the hashtag #Gen_a_MO, Google donated €12 to Movember, motivating the community to actively take part rather than just observe. To remove barriers to entry, Serge shared the exact Gemini prompt within his post, making participation simple and accessible for everyone. This step was key in scaling the challenge and empowering the audience to instantly become part of the movement.
Throughout the campaign, Serge continuously supported the activation via Instagram Stories—regularly reminding his audience, highlighting user-generated content, and encouraging participation. After nearly one month, the campaign culminated with Serge revealing the final outcome and results, reinforcing transparency, authenticity, and the collective impact created together with the community.
RESULTS
Scaling Awareness, Adoption, and Impact Through Culture-Driven Marketing
The campaign delivered outstanding results and exceeded expectations across all key metrics. The activation resonated strongly with the community, driving high participation and meaningful engagement around men’s health. In Germany alone, the initiative helped generate and donate over €1.1 million in support of Movember, underlining the power of combining culture, technology, and purpose.
A major highlight was Serge Gnabry fully committing to the challenge by actually growing a moustache himself. His decision to wear the moustache not only on social media but also during official matches was celebrated by the community and widely praised for its authenticity—further strengthening the credibility and cultural relevance of the campaign.
Beyond the social impact, a key objective of the activation was to introduce as many users as possible to Gemini and actively encourage them to use the tool themselves. By making Gemini central to the creative process, the campaign successfully lowered the barrier to entry and turned AI usage into a playful, social experience. This approach proved highly effective, significantly increasing awareness, trial, and hands-on interaction with Gemini—an objective Google achieved with strong success.
The activation achieved strong performance across Instagram:
2x Instagram Feed Posts
3x Instagram Stories
20,000 engagements
1.5 million reach
Beyond Serge, the campaign gained additional momentum as other top-tier athletes joined the movement, including Thomas Müller, Manuel Neuer, Deniz Undav, and Joshua Kimmich. Their participation amplified the message even further and reinforced the campaign’s status as a truly nationwide and culturally relevant Movember initiative.
Overall, the campaign successfully transformed AI-driven creativity into real-world impact—mobilizing communities, activating leading athletes, and driving both social good and product adoption at scale.
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REACH
20k
ENGAGEMENT
5
CAMPAIGN ASSETS
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