Today we face a stagnation in the development of masculinity, and the stereotypical portrayal of successful men in the media makes them miserable.

How to help them escape the pain caused by the stereotype of successful men?

Yes, this is a problem we urgently need to address by broadening our narrow definition of what it means to be a successful man and showing what is possible beyond the stereotype.

As we all know, coins are usually engraved with the heads of important people, these people are no doubt in the popular impression of successful people. However for the average man, a small achievement that can be achieved every day is also a success. For example, taking pictures of rare scenery, accompanying a child to score his first goal in life, accompanying a lover to spend the fourth anniversary and so on.

This gives a more complete picture of successful men, contrary to the stereotype.

We replace the great man on the coin with these more everyday successes. We want to express that life should be spent in a variety of ways. For each of the various small achievement is no different from what the big men on the coin have achieved. So true success may not be about being a big person, but about fulfilling every small achievement in life.

Insight:

Success isn't about being somebody; it's the small achievements.

Strategy:

Look for what young people know about successful people in common and find that most of them are inscribed on common coins. We replace the original coin characters by taking the small achievements of the majority of man. This directly illustrates that the success of the big man is not the only criterion, and that the success of men can be varied.

How to answer the brief:

On the one hand, it shows success from daily life, which is contrary to the stereotype of successful men and calls on young people to explore more understanding of success in daily life; On the other hand, old elements are recombined, familiar coins and ordinary everyday pictures, together to form new concepts and attract people's attention.

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