While women are often defined by the notion of beauty, men have long been chained by the notion of success.

We see toxic masculinity permeating all forms of media, defining male success through strength, emotional stoicism, wealth, women, cars, and material possessions. This homogeneous definition has adversely affected the mental well-being of our next generation of men.

Redefining and embracing a more diversified understanding of success requires a collaborative effort. Our objective is clear: combining the power of print ads with bold, out-of-the-box creatives, to create opportunities for meaningful conversations among Gen Z. When the conversation starts, we want to gain a holistic picture of the evolving notions of success and work towards a more inclusive society for men in all shapes and styles.

Say goodbye to conventional "Road-To-Success" handbooks. Introducing "The ROLL To Success."

"The ROLL To Success" is a print initiative that taps into one of the most private spaces for men: the toilet. It serves as a retreat where men can spend moments alone, free from social expectations. Within this intimate setting, we aim to foster a sincere discussions about what it means to be successful.

By creating a dedicated hashtag, #RollToSuccess on social platforms, we actively track and engage with the Gen Z male demographic, igniting conversations about success. Their valuable posts will be curated and printed onto "The ROLL To Success" toilet paper rolls, distributed in male restrooms everywhere.

To amplify the impact, we envision extending the print idea beyond restroom stalls. Large toilet paper billboards will be placed in outdoor spaces, raising awareness and inviting individuals to join, thus empowering men to find their own paths to fulfillment.

If there's one publication that portrays male success in the most harmful and stereotypical ways, it has to be the way-too-many "Road-to-Success" handbooks in the market.

And if there's a retreat for men from these portrayals, it has to be the toilet:

According to a survey, 39% of men stated that the bathroom provides a good opportunity to spend time alone and away from social expectations. Here's another fact: 86% of men revealed that they do most of their reading in the toilet.

We are aware that the public, especially Gen Z, has a low attention span for ads. That's why our print strategy involves hacking into a space where every man has to spend time—the toilet. Moreover, we are taking a more unexpected creative format by using toilet paper rolls.

Our approach isn't top-down; we don't want to define success on behalf of others. Instead, we view print as a starting point, an interactive initiative to spark genuine conversations. As long as the public uses the hashtag #RollToSuccess on social platforms, we will print their opinions on "Roll To Success" toilet paper rolls, which will be distributed in male restrooms everywhere and on outdoor toilet paper roll billboards.

This way, every opinion will be heard, every definition of male success will be seen, and every man will be empowered to embrace a more diverse understanding of achievements.

Polishing of copywriting and grammar check with Chat GPT.