We focused on problematic portrayal of men in advertising and media in contrast to what truly matters in life. While ads promote a perfect, successful and fulfilled life attainable simply by buying “the” products, the reality is much different.

Men are naturally more seducible by shiny and beautiful things. That’s why they are falling victims to toxic consumerism. We tackled the hard obstacle, how to show them how true success in life might look like leaving the shiny cars, watches and sixpacks behind.

Do you want to be the best? Do you want to be a 10 out of 10? Tough luck. Only the fittest, richest, most hardworking men can get to that level.

WRONG! We bring reality ad check.

To be a 10 is much more than what you look like or how many cars you own. Even the averagest man of them all can become a 10 in the eyes of someone. A partner, friends, family or a cat. All you need to do is to care about things and people that matter. Not the newest trendiest shoes, but the warm human connection. Because that is what matters the most in life, living it together.

Our print can work like a series, we bring 3 examples of real success stories but the idea has endless variability.

We rode the wave of a popular trend “He/she is a 10 but…”: online video interviews on TikTok, Instagram and YouTube where strangers on the street humorously rate imaginary young men and women based on their looks and characteristics. “He is a 10 out of 10 but he never puts his laundry into the laundry basket.” Would you lower his score or is he still a 10?

By reversing this trend and instead of putting men down, we decided to pick them up and show them how easily someone can become a 10 without being a chiseled Greek god.

We have been telling men to be perfect and keep up a brave face for too long. It is driving them to isolation, because they are not able to be vulnerable, which brings a decline to their mental health.

Research has shown that close friendships and relationships protect our mental and physical health. And men who prioritize those relationships are fighting off one of the most harmful things to human health – loneliness. A disclosure of emotional distress improves men’s emotional well-being, increases feelings of being understood and results in less reported loneliness.

Our print teaches men the value of their life – it’s not the things you own but who you are and who you live your life with.