Unstereotype Alliance challenged us to think of a powerful media strategy to reach young men and present them a more diverse, contemporary understanding of the notion of success. Since the last 75 years, the image of a successful man has largely regressed to the point where it is now a source of anxiety for many younger men. They don’t recognize themselves in the perfect, immaculate and rich image of the “ideal man” that big aspiration brands showcase. We have to find a way to convince Gen Z men that there are other forms of success than what’s commonly known as the stereotype and also convince marketing companies to stop the over-utilization of those stereotypes and focus on something more authentic. Another important thing for us in this campaign was to find something that would last in time and could easily be updated, as vision of success can change in time.

Gen Z is set to become the most educated generation ever, due to increased primary school enrollment in the late 90s and early 2000s (OECD, 2023). Being digital native, their curiosity and desire to learn are bolstered by technology. By 2021, 86% of Gen Z had enrolled in online courses to enhance their skills (LinkedIn, 2021). Learning is now accessible 24/7 through various formats like books, podcasts, videos, and apps.

With abundant information at our fingertips, it's easy to "look it up" and settle debates quickly. But what if the question lacks a clear answer, such as defining success or what it means to be a successful man? Why stick to one definition when everyone can have their own?

Enter our solution: Redefining Success. This online platform, designed as an e-dictionary, lets each man write and visualize his own definition of success, reshaping personal and collective notions of achievement.

Our target audience, Gen Z men aged 18-27, naturally require digital solutions. Research showing their tendency to self-learn and "look it up" indicates that our solution should focus on SEARCH. A digital dictionary is an ideal tool for this purpose, allowing Gen Z men to define their version of success. The platform will generate two types of content: an extensive definition of success displaying every single entry globally and a dynamic moodboard depicting these evolving concepts. Integrated with a generative AI photo tool, users can visualize their definitions of success, moving beyond stereotypical images commonly used by aspirational brands.

This e-dictionary will also be invaluable for marketers globally. Equipped with a region-specific dashboard, it provides real-time insights into Gen Z’s vision of success, enabling the creation of resonant advertisements. By reflecting the audience's self-defined success, marketers will be able to better engage with Gen Z men on a meaningful level.

For Gen Z men, the primary platforms for search and learning are Google, Reddit, YouTube, and TikTok. Integrating these platforms into our campaign was crucial. Our aim is to OWN THE CONVERSATION around success by employing a strategy targeting three key search behaviors of Gen Z men: internet search (for "google it" moments), social search (as younger demographics increasingly research via social media), and community search (reflecting the importance of online communities).

To ensure we reach Gen Z men globally, we will implement social tactics, including targeted posts and stories specifically for them. We will also leverage influencers—such as gamers, athletes, and streamers—who have strong connections with this audience, encouraging them to share their visions of success. Additionally, our campaign will utilize a video ecosystem tailored to them, featuring YouTube videos, short formats, and live streams. This comprehensive approach ensures we engage with them effectively across their most frequented platforms.