THE BRIEF

Stereotypes of success are harming young men’s mental health.

The Unstereotype Alliance sought to raise awareness of this by presenting Gen Z men with modern definitions of a successful man.

THE IDEA

Let’s show Gen Z men that there are many versions of success.

We’ll take a stereotypical symbol of success - a flashy, expensive watch - and pair it with modern symbols of success that represent happiness, showing that success isn't only defined by wealth.

We’ll use items that resonate with Gen Z, like trending DIY friendship bracelets.

THE INSIGHT

Success isn’t defined by just one thing. It’s defined by all the things that make you happy. Like love, friendship and health.