Harry's

Cannes: 2 Bronze (Film, Glass) | ADC: Merit | Webbys: 2 Nominees, Honoree

Fast Company’s World Changing Ideas Awards: Honorable Mention

What role does a men’s brand have in the era of #MeToo? To launch its brand as a leading voice of progressive masculinity, we created a new short film for Harry’s to amplify the ongoing cultural conversation around what it means to be a man today. Created in partnership with The Representation Project, “A Man Like You” tells the story of an alien who discovers how to be a man with the help of a young boy.

Continuing the Campaign with Branded Content

In addition to the film, we hosted a screening and panel discussion in New York City. This panel was part of a larger branded content partnership with The Washington Post that included three full-length feature stories. Then in social, we developed a content series with NowThis titled “What Makes a Man” that featured men who are helping to redefine masculinity in their own communities.

Results

The film garnered more than 62 million views with over 146 million total campaign impressions. The work was featured by influential mens’ publications GQ and Esquire and was hailed in the industry by Communication Arts, Contagious Magazine, Adweek and more. Futurist Faith Popcorn even featured the film in a special issue on masculinity from BrainReserve and on stage at Cannes.

Changing the Conversation

But our most important goal was to create dialogue with men and challenge advertising’s long-accepted gender stereotypes. In the end, the film struck a chord with men, who defended the film’s message and shared their own stories.