Award-winning director David Stoddart just completed a new digital campaign called Men In Progress for Lynx, the series of films aim to challenge perceptions of the modern man and celebrate masculinity.
To create the campaign we met with 70 men across eight locations in the UK to hear their stories and views on different aspects of masculinity. Key influencers are also featured in the nine videos, including musician Tom Odell, super heavyweight world champion Anthony Joshua, rugby league player Keegan Hirst, former Celtic footballer Bobby Petta and transgender blogger Jamie Raines.
David Titman, marketing manager for Lynx, said: “‘Men In Progress’ was created to highlight what it means to be a guy living in the UK in 2016 and is designed to challenge labels that prevent men from expressing themselves”.
The campaign, launches with ‘Like Father Like Son’ airing on June 17th with ‘Motivation’ and ‘Proud To Be’ set to air over the following week, the campaign will continue through to November, with six more short videos which explore what it means to be a man living in the UK in 2016.
Hosted on Lynx’s Youtube and social media channels, the videos explore societal topics such as ‘masculinity’, ‘body image’ and ‘relationships’ and will go live at the relevant key moments for men.