UNBOX MASCULINITY

For its 6th year partnering with Movember, L’Oréal Men Expert aimed to raise awareness about men's mental health. Traditionally, masculinity has been linked to emotional restraint and physical strength.

However, with men accounting for 75% of suicides—the leading cause of death among men—we knew we could no longer stay silent on this silent epidemic.

We launched "Be Strong, Open Up" to redefine strength. Tom Stoltman, the World's Strongest Man, shared his story through a dedicated film, radio spots, and events.

His brother, Luke Stoltman, Scotland’s Strongest Man, joined the conversation along with Jake Daniels, the UK's first openly gay footballer, and Jordan Stephens, writer and rapper.

We also rebranded some of our most popular L’Oréal Men Expert products to encourage vulnerability, sending limited edition kits to partner barbers and influencers in male-dominated communities,

- turning typical workouts into emotional ones.

The campaign was supported by a chatbot, an AR filter, OOH, POS, digital radio, activations, and PR efforts in the UK, Canada, France, and Germany.

CAMPAIGN BOARD

CASE FILM

Agency: McCann Worldgroup, McCann UK & Paris / Client: L’Oréal Paris Men Expert x Movember x World’s Strongest Man

ECD: Liam Fearn & Cedric Astrella / Creative Director: Farah El Feghali / Senior Art Director: Hervé Guillot / Copywriter: François Charles & Jean Richardson

Senior Account Director: Thibault Leroy / Senior Account Manager: Nicolas Lefebvre/ Account Manager: Ines Lamblin & Fanny Kotreba / Account Executive: Redouane Khelladi

Creative Lead: David Jones / Creative Lead: Lewis Dunlop / ECD: Robert Brown / Managing Partner: Alison Webber / Business Director: Charlotte Webb / Business Manager: Lilly Goulding / Strategy Director: Andy Hyland

Project Manager: Samantha Hawkins

HOME