What Does It Mean to be a Man?
Masculinity, as we've come to understand, is not a rigid, predefined state. It's a fluid concept, embracing a spectrum of qualities from vulnerability to resilience, empathy to assertiveness and by expanding our view of what it means to be a man, we allow young men to grow into their authentic selves, unburdened by societal expectations.
Insight: Our core insight explored the pressures boys face to conform to specific masculine standards. This is symbolically represented through a shape sorter metaphor as seen in the creative solution. As the narrative progresses, the shapes can be seen as becoming dynamic and fluid, fitting into a personalised box rather than conforming to pre-determined molds. This visually reinforces the concept of individualism and redefines the essence of being a man.
The Brief: To create a compelling 60-second animation addressing the question, “What kind of man do I want to be?” The video confronts and deconstructs the concept of toxic masculinity, and engaging in a culture of understanding and respect across all genders.
The Strategy: "Game Changer" confronts these stereotypes head-on. It disputes the idea that manhood is confined to a narrow set of behaviours or characteristics and showcases that masculinity is not a one-size-fits-all as illustrated by the toy shape sorter that are filled with the "new" fluid characteristics of a man.
Unpacking the Shapes
This project is more than just a video, it's a conversation starter, a thought-provoker that urges us all to rethink and reshape our understanding of manhood for a more inclusive society.
