NLBMC is a social club for community minded humans with an appreciation for facial hair. Actual facial hair is irrelevant (it’s the beard inside that matters most). For their 2019 edition of the wildly popular MerB’ys calendar, Ray jumped on board once again to help promote acceptance and equality, crush toxic masculinity, and raise funds for Violence Prevention NL. With a diverse cast of MerB’ys lined up from coast to coast, we partnered with Roth & Ramberg Photography for an epic weeklong calendar shoot.
Then, we went to work developing an integrated campaign including OOH, radio, and digital to help spread the word – the MerB’ys were back. This time, covered in even more glitter.