Schick Hydro celebrates the modern man in ‘The Man I Am’ campaign via 303 MullenLowe, Sydney
Edgewell Personal Care’s shaving brand Schick Hydro has launched the global ‘Man I Am’ campaign via 303 MullenLowe, Sydney.
The campaign seeks to celebrate the unique Aussie man, shine the light on outdated expectations, and promote healthy conversations around modern masculinity.
The humour-led creative celebrates the ‘trials of the modern man,’ and features two scenarios that test stereotypes – situations that can sometimes be confusing to navigate. The content aims to challenge the viewer on their expectations of what a man should be.
Says Di Timlin, senior marketing manager – Oceania, Edgewell Personal Care: “We want to start conversations around what being a man looks like today, how it varies amongst men, and that it is important that we move away from a single-minded definition of men in 2019.
“We knew that to grab the attention of the Aussie man, we needed to bring some humour using every day scenarios which men face to the table and the team at 303 MullenLowe have captured this perfectly.”
The creative will run across digital and social media channels.
The campaign also includes creative adapted from MullenLowe US:
Says Gary McCreadie, executive creative director, 303 MullenLowe: “The brief was to take Schick’s global ‘Man I Am’ campaign and make it slightly more relatable to the modern Australian man. But to explain what ‘The Man I Am’ means, the team had to firstly work through all of the grey areas that being a modern man kicked up, and all of the out-dated traits that they have to navigate.
“How can you be both yourself and adhere to the rules of engagement that history has laid down? It’s tricky. It gets weird. And awkward. These social videos will hopefully help empathise with Aussie young men.”
As part of the campaign, Edgewell is also partnering with Gotcha4Life this month, to celebrate Men’s Mental Health Week. During the campaign, Schick for Men will donate 5% of all of its sales on Hydro Sense to Gotcha4Life – an organisation that seeks to encourage men to engage in conversation and to speak up and ask for help when they need it.
Says Timlin: “Schick for Men are passionate about supporting men across both mental and physical health, on a global scale.
“We want to assist the Gotcha4Life team in showing men across Australia that they need to talk about how they’re feeling and what is going on with them. To open up and get vulnerable, and as founder of Gotcha4Life Gus Worland says, to know ‘it’s ok to not be ok’.”
Find out more about Schick Man I Am at https://schick.com.au/articles/themaniam.
Edgewell Australia
Senior Marketing Manager, Shave and Skincare: Di Timlin
Brand Manager, Shave and Skincare: Deana Lolas
Marketing Associate, Shave and Skincare: Michaela Pigott
Agency: 303 MullenLowe
Executive Creative Director: Gary McCreadie
Art Director: Zac Goldberg
Copywriter: Craig Merrett
Managing Director: Joanna Gray
Business Director: Alexandra Smith
Business Executive: Kristina Martin
TV Broadcast Producer: Ana Pinheiro
PR & Social Managing Partner: Lori Susko
PR Director: Catherine Sumner
Social Strategist: Emma-Jaye Bernhardt
Director: Gary McCreadie
Producer: Rabbit Content
15 Comments
Why is an Executive Creative Director…directing?
I was YouTubing Liam Gallagher and sad scenes from The Dark Knight when this came up. It held my attention. Creative director or director? – who gives a shit it’s bloody good.
Sorry, but this is Schit.
These are pretty funny. Good insight and the execution is great
Now said:
Who from the agency wrote this crap.
I like it.
Surely a real insight would be whatever part of you you’re shaving its a pain in the arse and if there was another way you’d take it . Shaving : we can’t make it enjoyable, but we can make it quick. We can’t make your willie bigger but we can make it shrink as you stand around in a cold bathroom wishing there were real old fashioned barbers close by.
This could be the most try hard, stuff in the product benefits, mess of an ad ever made.
literally does nothing that is said in the press release.
“More relatable to modern Australian man” – so lets use out of date cliches from 80s sitcoms. Fail.
“Social videos” – nothing shareable or social about these. They are overlong tv ads. Fail
“passionate about supporting men” – so lets show rubbish nobody’s who can’t even bring themselves to say no. Fail
“showing men across Australia that they need to talk about how they’re feeling” – Let’s show men unable to talk about what they are thinking. Fail
“Show that it’s ok to not be ok” – I know, let’s make and ad that’s so rubbish its not even ok, so we’ll be showing people that it ok to b not ok – I’ll give you that one.
It appears Thinkerbell’s virtue signalling piece has been replaced with this Schick work. At least the client briefed this.
This is an ad for why you hire a director.
Unfair to point all this vitriol at the agency. We all work in the industry, we have all had to do ill-advised shit like this at some point or other. And we all know where the comments should really point. The client. Time and time again. ‘Marketing managers’ who haven’t got a clue. Junior clients second guessing some balding has-been on a golf course. No trust. No balls.
It’s time we all started throwing the shit in the right direction.
Apparently, this was an agency initiative……can’t blame the client this time.
Equality! No no no – not like this!
This makes me want to buy Schick razors so that maybe, one day, I too can become a beta male.