Two girls in a men’s restroom, filming men on a toilet. This brief made us fight against stereotypes.
The Unstereotype Alliance works to eliminate harmful stereotypes in advertising. For this year’s Cannes Young Lions brief, they asked us to challenge outdated ideas of what success looks like for men.
These narratives fuel regressive gender attitudes among Gen Z men and negatively affect their mental health. So we set out to dismantle those unrealistic ideals by showing “unapproachable” men in the most human moment of their day: on the toilet.
Concept, copywriting
These narratives fuel regressive gender attitudes among Gen Z men and negatively affect their mental health. So we set out to dismantle those unrealistic ideals by showing “unapproachable” men in the most human moment of their day: on the toilet.
Concept, copywriting