LEVI’S x HUCK magazine: Not a hero
What is masculinity? When Levi’s wanted to launch its Performance Denim collection they partnered with Huck magazine and TCOLab to explore how men are redefining harmful expectations of status, identity and performance.
Our research showed that men were torn between traditions of power and respect and the confidence to be vulnerable and emotional.
Documentary vision: Here & Now:
Not a hero
We wanted to let modern men show us how they were living more expressive, vulnerable and authentic lives so we found artists in the UK, Russia and Germany as they pursue new paths unburdened by inherited values. The rich storytelling campaign published on HUCK magazine channels included a documentary, editorial profiles and photography.
Director: Gibran Ramos
Photographer: Owen Harvey
“It’s great to hear I’m not alone in this coming age, that there is a sense of new masculinity that is not afraid to be fragile, that can give as well as take, and reshape the world into something beautiful without using force to destroy.”
Comment, Youtube
Impact
Delivered a 6% brand uplift
39million+ views
World Media Award winner in Lifestyle, luxury and fashion category, beating out Prada and watch brands Audemars Piguet, Zenith
“What the team at TCO have been able to achieve through ‘Here and Now’ is a great blend of credible and considered insight, excellent creative execution and the expertise to be able to amplify at scale, something that is a lot harder to find than you’d think.”
Rhodri Evans, head of marketing, Northern Europe Gucci, formerly Brand Experience & Content Director Levi’s
