brut
change perceptions and revive the fortunes of an established brand
Problem: A lot of BRUT’s adverts are old-fashioned and ‘overly’ masculine. They exude toxic masculinity.
Insight: You can be masculine without being a creep
Creative Solution: Show that BRUT has evolved as a brand and is aware of social issues, especially the ones concerning genders.
Proposition: BRUT without the brute
CAMPAIGN: NO NEED TO MAN UP!
a COLLABORATION between BRUT & Movember
The idea came from the TED talks of Tony Porter & Ben Hurst. In his presentation, Porter talked about the ‘THE MAN BOX’; which is an image of what toxic masculinity is. A box that is full of all the stereotypical notions of masculinity; and if a man doesn’t fully fit in that box, then he is not seen as a ‘real man’ by society.
Creative concept, Art direction, Editing & Design by me.
Photography by Claudia Smith.
Each time a different poster appear within the adshel.
OOH advert: a fake polaroid camera that detects movement of people walking by. Once the presence detected, the flash activates and makes a sound - the poster then comes out within the adshel.
“Defining your own masculinity with BRUT”. “To learn more go to Brut-for-men.com or head to your local drugstore”.
The Man Box: composed of the cologne, the 'Brut without the brute' booklet (that explains the collaboration, ways to help the organisation, as well as stories of other men who've been helped by Movember). In addition of a free sample of Brut's new fragrance.
The Man Box available for purchase on website.
