The advertising industry still presents misleading images of what success entails. While the portrayal of women has seen some improvements, those of men remained largely unchanged. Wealth, power, and physical strength are just some of the descriptors frequently seen in advertisements, TV, and social media. It is proven to harm young people’s life expectations and consequently affects their mental health negatively. With our campaign we hope to push a more realistic and healthier mindset on what success looks like and aim to make people feel good about themselves.

It takes just 1.3 seconds for Gen Z to lose active attention for ads. Research has shown that certain types of provocative headlines, including those with sexual content, can significantly increase stopping power. We leverage this approach in our campaign not to reinforce sexualized, masculine stereotypes among Gen Z men, but to subvert their expectations. In other words, we trick them. Our subline reveals that the campaign promotes positive behavior—something to feel proud of and successful about. Bringing genuine pride and fulfillment, in contrast to the superficial ideals pushed by the media. With humor we create a memorable campaign that sparks conversation amongst young adults.

The prints showcase examples of behaviors that inspire a sense of pride in individuals, primarily between the ages of 18-27. When people feel proud of themselves, they gain happiness which ultimately translates to success. According to "The Price of Success" by New Macho, there is a contemporary shift in how men perceive success. Values such as strong relationships, good health, and overall happiness are increasingly prioritized. The prints are reflecting this perspective concretely, are relatable and bring up emotions. Showing one’s vulnerability through therapy. Nurturing relationships through regular family contact and being able to say sorry to a loved one. These examples are more tangible and realistic reflections of a fulfilled life for the wider audience. This way, advertising positively affects young men’s sense of themselves.