INSIGHT:

true Gentlemen are modern superheroes, role models that inspire people and society everyday.

We decided to engage fans and new readers presenting the Men's style topic in a new way, with an ironic tone of voice and lots of pop culture references.

Launching a strong and provocative message, to explain the importance of elegance in our society: “Elegance will save the world”.

We created a video to build up a world where the Superheroes faced with the biggest turn in their history: continue to save the world as gentlemen.

And then we invited readers tu turn themselves in the "modern heroes" this world deserves, using PG as their Elegance Guide.

To explain our concept we launched a video on PG’s YouTube Channel in which, symbolically, superheroes drop the masks and costumes and turn into real gentleman.

A final CTA invites users to transform themselves in their favourite "Super-Gentleman".

5 caption banners lead the users from YouTube to the PG site, where they can find articles and special content created to introduce them to the world of Elegance.

The video was shared by the biggest fashion blog and by online news magazine in Italy, France, Spain and many more countries in the world.

To enlarge our target to “non-fashion lovers”, we shared the video on comics, movie and videogame web communities and social pages.

The video will be online on April 27; we can't provide any results.