The Unstereotype Alliance is a platform that aims to collectively harness the advertising industry as a force for good to drive positive change. However, when it comes to representing success for men in ads - muscles, great cars, money, girls, etc - Gen Z feels that advertising negatively impacts their perception of true success. Therefore, we need to make this topic one of the most talked about and trending issues to raise awareness and drive change to make every man feel comfortable in their skin.

To "hack" the typical expression "comfortable in your own skin" and create a campaign that will grab our target audience's attention—making them look away from their phones — we need to speak their language. That’s why we will use gaming (e.g., Fortnite) as our inspiration. Our approach hinges on two key aspects: first, our target audience will expect one thing, and then, boom, they’ll be surprised by something completely different. Second, it’s obvious—this is the game of "skins." Gen Z carefully selects characters in this game they believe will bring them the greatest success, best represent them, and take them the furthest. Often, they spend more time choosing characters than actually playing. To show that we understand them and want to connect, we’ll use this analogy to demonstrate that brands must listen to this generation and create a “skin” that best represents them - none.

Gen Z, our target audience, is highly engaged with video games; 87% play video games (https://shorturl.at/8zHRT), with 60% being male (https://shorturl.at/0SRtk). So, how can we discuss the need for change in advertising representation, create buzz, and capture their attention away from their screens? By showing them that this issue is as crucial as having the right skin to represent them in a game and achieve success. The most important factor in starting a game fairly is the character we choose, and it's time for advertising to do the same. Therefore, we use gaming to reach our target audience, make our print memorable and shareable, and spark a genuinely serious conversation about the change we aim to inspire. And of course, this campaign starts where but doesn't end where, imagine the social media.

We used AI to make the two main characters in the print.

These were the prompts used:

1 - Realistic 3D business man, highly detailed in the style of Fortnite game

2 - Realistic 3d of a muscular young male. He should be shirtless. Highly detailed in the style of Fortnite game.