Brand Tracker

Welcome to the automated Brand Tracker diaries.

Sweden

Fotografiska launches campaign about masculinity

Campaign: Harder Better Faster Stronger – Are Men OK?

Source: https://www.resume.se/marknadsforing/kampanj/fotografiska-fragar-om-man-ar-okej/

Goal: To evoke feelings and thoughts about modern masculinity and encourage curiosity about the exhibition.

Media: Youtube, Instagram, Facebook, cinema, subway, digital outdoors, posters, screens in gyms and bars, local newspapers

Summary: Fotografiska has launched a campaign titled 'Harder Better Faster Stronger – Are Men OK?' addressing modern male ideals and the evolving perception of masculinity among boys. The campaign encourages discussions rather than providing definitive answers, drawing from contemporary language around masculinity. It utilizes various media channels to promote engagement and curiosity towards the associated exhibition.

Italy

Havas Addresses Toxic Masculinity and Brand Responsibility in Defining Certain Standards

Brand: Havas

Campaign: Alpha Rise: Masculinity at the Breaking Point

Source: https://brand-news.it/intelligence/ricerche/havas-affronta-il-tema-della-mascolinita-tossica-e-la-responsabilita-dei-marchi-nel-definire-certi-standard/

Goal: To examine and address toxic masculinity and the responsibilities of brands in shaping standards

Summary: The recent arrest of the Tate brothers signals a potential turning point for misogyny and toxic masculinity, as highlighted in Havas' latest Prosumer Report titled 'Alpha Rise: Masculinity at the Breaking Point.' This report, based on a survey of 11,000 adults across 25 markets, investigates the regression of masculinity influenced by economic and political uncertainties, social media, and unrealistic aesthetic models promoted by brands. The findings indicate a radicalization of masculinity driven by perceived attacks on traditional male roles, with varying sentiments among prosumers and consumers in Italy.

Havas masculinity prosumer report social issues toxic masculinity