Bergenbier, a local brand of beer which stands for male complicity, stood up for all men in Romania and created Man's Day for them. As women have always had March 8th, Valentine's and all kinds of anniversaries that men are not allowed to forget, men's turn has come to celebrate a day of their own.

The campaign had 3 phases - militating, declaring and celebrating - and spoke mainly about the reasons why men deserved their day.

The campaign used all sorts of media to sustain different reasons why Man's Day was well deserved: TVCs, print ads, outdoors, radio spots, ballot boxes to collect votes (in pubs, restaurants, on the streets and different institutions), stickers handed out to people giving different reasons that justify Man’s Day, special packaging (beer can) turned into a genuine militating “weapon”, viral, a website with consumer generated content, a large range of POSMs, PR (news on TV and in newspapers and magazines, press conference, endorsement by the National football team) and a big celebratory event on May 5th.