Being a man can sometimes be challenging and what it means to be a man in today’s world can somewhat be confusing.
Men have changed in recent years, and they’re not always the tough, manly man that the world thinks they should be. They’ve changed, as highlighted in a new campaign via Magnum Opus Partners (MOP).
Launching this week, MOP has partnered with a local Melbourne-based company The Mens Collective with a bold new campaign to help build the brand.
The Mens Collective is a session-based men’s club that challenges men to talk about who they are and what it means to be a man in today’s world. Men’s mental health is a huge issue in Australia, and The Mens Collective is helping men by starting with a conversation.
The campaign consists of an online film made specifically for Facebook, as well as quirky headline-based outdoor posters that challenge the stereotype of what it means to be a man. The posters started appearing around Melbourne yesterday.
MOP creative director Pat Langton said: “The Mens Collective is doing great things for men’s mental health, and we saw a creative opportunity to help their brand grow and get more people to be aware of what they’re about.
“With limited budget, we had to be smart about what we did and how we did it. Most importantly, the client is really happy with what we’ve done, and we look forward to seeing the results.”
MOP partner Stephen Yolland added: “This campaign speaks to a truth about the modern man. There’s nothing better than a simple headline-based campaign that not only gets you thinking, but also makes you want to know what this brand is about.”
Creative and production: Magnum Opus Partners
Executive creative director: Mike Allen
Creative director: Pat Langton
Copywriters: Stephen Yolland and Pat Langton
Art director: Johnathan Akiki
Account manager: Alicia Yeoh