MAN REDEFINED
BRUT
For centuries, men have been expected to mold their identities to fit society's expectations of what a man should be.
Today’s men are choosing to leave toxic gender stereotypes in the past and remake man in their image. Following their lead, Brut’s Classic scent no longer stands for an outdated version of masculinity and has become a blank canvas to help the new generation define what being a man means to them.
Brut Barbershop
Brut will repurpose old barber shops, transforming them into full-service salons for men. Inside, men can socialize in a non-toxic environment while they get their hair, skin & nails styled by trained professionals using Brut products.
Brutally Honest
We will create a special Brut green nail polish and accompanying nail care kit to help men give toxic masculinity the green middle finger. This new symbol will stand for redefined masculinity and embracing your brutally honest self.
Slumber party with the boys
Brut will partner with Airbnb to create the ultimate overnight bonding experience tailored specifically for men. Centered around the idea of elevating the traditional “LAN party”, this package includes Brut grooming products, a gaming and home theater setup, and more.
Fashion WisdOm with Brut
Brut will team up with fashion influencer Wisdom Kaye to conduct red carpet interviews at major award shows to showcase innovative men’s style choices, and after the red carpet is over we’ll release our own Best Kept List to cap off the night.
#BRUTECODED
To initiate a lighthearted bit of community management within online spaces, we will create a hashtag that separates the brutes from the Bruts. Whenever we see a man behaving badly on social media, we’ll respond with #brutecoded.
THE New Manscape
Brut will create a self-published magazine called The New Manscape to give men timeless grooming & style advice alongside current trend forecasts that aim to help men look and feel their best.
ART DIRECTION: EMILY WATERS & SEBASTIAN COLLAZOS
COPYWRITING: CAT ZELENKA