Successful men sitting on a
toilet and two girls filming them. The Cannes Young Lions brief had us fight against stereotypes. For good.
The Unstereotype Alliance is committed to eliminating harmful stereotypes from advertising. This year, for the Cannes Young Lions brief, they asked us to help them address the outdated representation of what a successful man looks like.
The outdated narratives contribute to a concerning rise in regressive gender attitudes among young men from Gen Z, the target of this campaign, and a decline in their mental health.
With a fresh narrative, we wanted to deconstruct those unapproachable-looking and inaccessible men that Gen Z doesn’t resonate with anymore. How? By showing them during the most real moment of their day: the dump.
The outdated narratives contribute to a concerning rise in regressive gender attitudes among young men from Gen Z, the target of this campaign, and a decline in their mental health.
With a fresh narrative, we wanted to deconstruct those unapproachable-looking and inaccessible men that Gen Z doesn’t resonate with anymore. How? By showing them during the most real moment of their day: the dump.