VRTC+ | Rethinking Masculinity with Bigen

The challenge

It’s time to take a step forward, and recognize, fearless, how we feel about ourselves and how we want to be seen as we grow older. Do we want to keep making the same mistakes of our colleagues? Do we want to do what they think is the rule? Of course not! We’re going to be the person we want to be, true to our essence.

We work with Bigen to challenge the old masculinity with a campaign that recognizes a new masculinity: positive, emphatic, real. A campaign that encourages self-love, self-care, and confidence to feel good doing what we like.

What we did

Integral brand positioning campaign

We discussed what the new masculinity means when you’re a mature man, and how we can change paradigms about a concern we have when we’re growing older: how can we still look as young as we feel.

We launched the campaing: Te ves bien, te sientes bien, showing men doing what they love most, looking good sharing, smiling, working or simply being calm & cool.

We also opened Mexico's Bigen social media to amplify the messages, showing positivity about how men look nice when they are true to their essence, sharing valuable content around hair care and showing the benefits of their main products to hide grey hairs.