The Changing Face of Masculinity

Client: Harry’s Grooming &
Shave Supplies

Agency: The Washington Post Creative Group, GDS&M

Scope: Creative Direction, Strategic Direction, Event & Panel Concept, Talent Sourcing

Year: 2018

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I reshaped the conversation around what it means to be a man.

In the wake of the #MeToo movement, Harry’s wanted to be a leader in the emerging conversation around masculinity.

“The Changing Face of Masculinity” cut through the clutter of macho male advertising and demonstrated there’s no one way to be a man.

As Creative Director, I led the vision bringing the campaign to life on The Washington Post. The initiative showcased diverse male perspectives through a profile series, a live panel discussion, and a brand film published on The Washington Post.

Campaign Details

1.

Profile Article

2.

Live Event & Panel Discussion

3.

Event Coverage Article

4.

Brand Film Amplification

1. Profile Article

2. Live Event & Panel Discussion

3. Event Coverage

4. Brand Film Amplification

315%

above page view benchmarks

49M

video views

150.2M

total impressions

Standing
Room Only

Event venue at full capacity
during a blizzard

Credits

Creative Director: Sara Wald

Editor/Copywriter: Jessica Samakow

Art Director: Brett Pearce

Program Manager: Nicole Lipman

Producer: Molly Holden

Operations Director: Elana Luppino

Social Media Strategist: Heather Schmelzen

Event Producer: Nathan Boone

2018 Native Advertising Awards Bronze Winner

Best Integrated Program • Omni-Channel
2019 Pearl Awards Finalist

Best Use of Native Advertising
2019 Digiday Content Marketing Awards Winner

Best Branded Content Series
2019 Cannes Lions Bronze Winner

Glass Lion for Change