Create an ad campaign that shines a light on toxic masculinity. Specifically the stereotype that men shouldn't show their emotions or have feelings.
Approach
Wrapping the problem up into an understandable concept - hiding the real emotion behind an emotional facade, a mask. MASKulinity.
Results
Because the problem is universal amongst all societies, the result is a series of ads that show different men of all ages and ethnic backgrounds. They are taking off their own cold masks to show how they really feel.
