Lynx Film, Digital Boys Don't Cry by TMW

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Boys Don't Cry

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Industry Deodorants
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency TMW
Creative Director Jeff Bowerman
Production Dark Energy Films
Director David Stoddart
Released April 2017

Credits & Description

TMW Unlimited has created a candid digital campaign for Lynx about what it means to be a man in 2017. The 'Men In Progress' campaign comprises of nine videos featuring a cross-section of British men talking honestly about a range of personal topics, from the last time they cried to how they feel about their body and even their relationships with their fathers. The stripped-back, monochrome films put the viewer's attention squarely on the men, their opinions and their stories. The final film in the series, called 'Boys Don't Cry', features professional boxer Anthony Joshua and footballer Bobby Petta. The film sees men talking about the last time they cried.
Media: Web Film
Category: Cosmetics & toiletries
Client: Lynx
Agency: TMW Unlimited
Production: Dark Energy Films
Country: United Kingdom
Director: David Stoddart
Creative Director: Jeff Bowerman
Agency Producer: Tracy Woodford
Account Director: Kathryn Bryan