Advertising has brought a lot of harmful stereotypes that are still prevalent in society. The Unstereotype Alliance has made great efforts to empower people and foster diversity in the advertising community.

There have been a lot of accomplishments with the portrayal of women, but the representation of men and masculinity has stagnated and regressed. Young men don’t feel like their masculinity and aspirations are represented in a healthy and honest way by advertising.

The challenge is to communicate in an authentic and realistic way, every man's version of success. Make them believe and celebrate that those many versions are truly possible.

We found that the Barbie movie had a profound and inspiring message about men, that didn't seem to reach a lot of them, even though it had a very successful campaign. It became Warner Bros biggest release ever and it accomplished many important alliances with worldwide brands.

The Unstereotypical Ken™ media campaign is a groundbreaking initiative that aims to redefine societal norms of success for Gen Z men, just as Barbie™ did for women. This powerful collaboration between Unstereotype Alliance and Mattel uses the iconic Ken doll as a vehicle to drive this message home, Gen Z Men. The campaign will leverage various media channels to engage our target audience, from digital platforms to traditional outlets.

It's more than just a marketing strategy; it's a movement to shift perceptions and encourage men to embrace their individuality. We're creating an inclusive narrative around success, one that celebrates diversity and personal fulfillment over traditional stereotypes. Just as Barbie™ became a symbol of empowerment for girls, Unstereotypical Ken™ is set to do the same for young men.

Our strategy targets Gen Z men (18-27), who desire authentic representations of masculinity. We'll use digital and traditional media, focusing on platforms popular among this demographic.

The campaign will leverage insights from the Barbie movie and growing concerns about stereotypical masculinity. Unstereotypical Ken™ will embody diverse success narratives, challenging traditional norms. This approach aims to stimulate introspection and redefine personal measures of success, fostering a healthier understanding of masculinity.

The execution of the Unstereotypical Ken™ campaign will be rolled out in three phases.

Firstly, we'll launch UNSTEREOTYPICAL KEN™, an extended version of the Barbie™ movie on Max, targeting Gen Z men. This includes additional clips featuring actors sharing reflective messages about success from #UnstereotypeAlliance.

Next, we'll create a landing page where men can customize a Ken template to reflect their authentic selves. This personalized Ken can then be shared across various social media platforms, amplifying our message and encouraging wider participation.

Finally, as a reward for engagement, the first 1000 men who share their custom Ken will receive a physical version of their doll. The UNSTEREOTYPICAL KEN™ box will include a QR code linking to the new #UnstereotypeAlliance campaign.

This multi-channel approach ensures a seamless integration of our campaign across all platforms, fostering greater reach and impact.