Canadian Club Whisky is an iconic brand, the favorite of MAD MEN’s Don Draper, but perhaps best known to you through their brilliant “Damn Right Your Dad Drank It” ad campaign. 

And damn right, they’re a SHIFT client.

Our upcoming project for CC is in support of Movember.  “Mo” is slang for moustache, and Movember is a moustache-growing contest that takes place next month, to raise money and awareness for men’s health.

As part of the promotional efforts, SHIFT created a Movember Facebook application, with which you can graffiti your friends’ Profile pics with an assortment of moustaches… 

Incredibly silly, but incredibly fun.  Throughout this post, you can see the fun I had messing with Steve Rubel, Aaron Strout and even B.L. Ochman (sorry, B.L.!).

(To be clear, once you’ve done your dirty work, you can send the “defaced” pic to your victim, or post it to your own Profile: you can’t make a change to your friend’s actual Profile picture.)

Creating Facebook applications is not the type of service you’d normally expect from a PR agency.  Yet as our industry evolves, small-scale application development projects like this one may become one of a host of advanced services that we’d never expected to tackle.

Imagine if this cute little Facebook app creates thousands upon thousands of moustachioed Movember supporters?  Imagine if such a grassroots groundswell caught the attention of USA Today, leading to even more mainstream pick-up.  Imagine if one of Perez Hilton’s friends stuck a ‘stache on the gossip king’s pic – leading him to blast the word out to his legion of followers? 

Would such results (from such humble seeds) count as a PR victory or as an application development victory?  Will such distinctions exist?

Evolution can be fun. 

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