Armani
Stronger With You

The Brief

Define a new interpretation of “Stronger with You” through the launch of Le Parfum for an audience of 18-25 y/o men.

Insights

1. Gen-Z men are challenging traditional gender roles and norms through their fashion, emotional expression, and other behaviors.
2. Gen-Z men do not like to be told what it is to be a man, they want the autonomy to explore this identity themselves.
3. Individuality is aspirational, even more so for men, and brands that encourage consumers to be themselves rather than conform, will thrive.

Concept

Bromance, Bro Dance

This campaign seeks to ignite a global conversation around notions of manhood. By tapping into discourses surrounding gender norms, strength, and authenticity, this campaign showcases real expressions of manhood that Gen-Z men will not only vibrate with, but buy into.          

Agency: Publicis Luxe
Service: Concept, Strategy, Copywriting