The Challenge
Young people, especially men, are under great social pressure to fulfill predetermined role models. These rigid expectations make it difficult to follow individual paths and freely develop one's own identity.
The Idea
We want to break down rigid role models and show that men and women are free to choose any activity they like—whether it's going to the spa, crocheting, or other traditionally “feminine” pursuits. With a dash of humor, we highlight how absurd such gender stereotypes are and how much fun men can have doing these activities.
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Role
Idea, Storytelling, Concept, Art Direction