LYNX Men in Progress

Unilever has completed LYNX Men In Progress, a series of nine films designed to challenge perceptions of the modern man and celebrate masculinity. To create the campaign Dark Energy 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. 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. 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.” he final instalment of David Stoddart’s Men In Progress series for Lynx is here. This episode is titled “Boys Don’t Cry” and it’s a bit of an emotional one.

LYNX Men in Progress

1. Like Father Like Son

2. Motivation

3. Proud To Be

4. Masculinity

5. Body Image

6. Nicknames

7. Relationships

8. Becoming a Man

9. Boys Don’t Cry

LYNX Men in Progress Credits

The LYNX Men in Progress campaign was developed at TMW Unlimited by creative director Jeff Bowerman, agency producer Tracy Woodford, planner Simon Butcher, account director Kathryn Bryan and account manager Ben Good.

Filming was shot by director David Stoddart at Dark Energy Films.

Filed under: Commercials, Lynx

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