Beards have been a central issue in the construction of masculinity ideals and it’s not uncommon to find ads telling young men that they need to be macho, full of confidence, have a perfect jaw line and six-pack abs. However, this image doesn’t resonate with young men in Scandinavia; it’s one they can’t recognize themselves in at all, but rather are limited by.
Philips OneBlade is a hybrid between a classic shaver and a razor blade and therefore has many direct competitors. But it is also a completely new product that you need to learn to understand. How could we create awareness and engagement around OneBlade while proving its benefits?
Based on this insight we took an approach, very different to the industry standard and developed a concept that reflects and questions grooming standards and outdated perceptions of masculinity in society. The two-minute film centers around two young men, discussing vulnerability, not being able to grow a beard and what it means to be a man.
Awarded for best story in the prestigious Roygalan.