Situation Brief:

The Unstereotype Alliance aims to challenge harmful gender stereotypes in advertising, but research shows a significant mismatch between how men define success and how it's portrayed in media. Gen Z men are particularly affected, with regressive gender attitudes and declining mental health on the rise.

Objectives:

- Reimagine success as defined by who you are, not what you have

- Showcase diverse, authentic representations of masculinity

- Engage Gen Z men in a positive, constructive conversation

- Drive brand equity and sales power through culturally impactful advertising

Media Insights:

- Gen Z men spend most of their downtime in digital spaces (YouTube, Reddit, gaming, social media)

- 94% of Gen Z will stream video in 2023, with YouTube and Netflix as top platforms

- Podcasts and gaming are gaining popularity among Gen Zers

- Men want ads that make them feel happy, motivated, and inspired, not respected, powerful, and rich.

a special-edition Minecraft experience in partnership with the Unstereotype Alliance. We'll recreate the real stories of successful men, letting gamers play as characters that embody their journeys. By doing so, we'll redefine success and show that it's not just about wealth, power, or fame, but about happiness, relationships, and personal growth.

In partnership with Minecraft, we will recreate in a special-edition version the real stories behind the success of men portrayed as being successful and get gamers to play as characters of these men to demonstrate the true meaning of success.

We will recreate the stories of People perceived as successful and translate them into minecraft games where gamers are able to play thereby emulating the very lives these people live before achieving the current lavished lifestyle.

We will amplify this on Tiktok, Youtube, Reddit and Discord which are the major GenZ platforms worldwide.