McCann UK has brought together the “world’s strongest partnership” in partnership with L’Oréal, Movember, and the World’s Strongest Man (WSM) competition.
The collaboration will see the three combining their strengths to redefine what it means to be a strongman in 2023 and “create a culture where every man feels strong enough to open up.”
For the sixth year in a row, the UK’s No.1 men’s skincare brand has partnered with the world’s largest men’s health charity. But this year, the world’s most iconic symbol of strength, World’s Strongest Man join the line-up to challenge what strength looks like.
Sometimes, posits the partnership, the heaviest weight can be lifted by starting a conversation, so three ‘World’s Strongest Men’ will be sharing their inspirational stories – from their own mental health struggles to finding the strength to open up and seeing how powerful this can be.
Tom Stoltman, the official World’s Strongest Man opens up about the emotional strength it took to free himself from the shackles of his bedroom to opening up in the gym, going from strength to strength and becoming the World’s Strongest Man two years in a row.
Jake Daniels, the UK’s firstly openly gay professional footballer in 32 years opens up about living his life lie, finding the emotional strength to open up to his friends, family, and teammates and the weight lifted by doing so. A true representative of emotional strength.
Jordan Stephens, writer, musician, producer, and truth teller eloquently explains how he was “Famous at 19, sold a million records by 21, and lost myself at 25.” He came out of the other side of his mental health journey and wants to challenge what it means to be a strongman.
To celebrate the men’s journeys, the three brands have created a new symbol of strength – an alternative WSM trophy – taking it from one man bearing the weight of the world alone to being supported in a moment of solidarity by his peers.
The campaign was created by McCann UK teams in London and Manchester, and produced by Craft Manchester. It launches across the UK on programmatic, social, and OOH locations today (November 1).
Jennie Flatt, L’Oréal Men expert business brand leader, said: “In our sixth year of partnership with Movember, we are excited to collaborate with World’s Strongest Man to challenge the taboo that continues to exist around male vulnerability. ‘Be Strong, Open up’ aims to shine a very well deserved light on the stories of men who demonstrate that strength comes in all forms. Opening up the conversation of how vulnerability is not a sign of weakness, but a strength to be celebrated, is something we feel very passionately about as a brand.”
Rob Brown, executive creative director, L’Oréal, at McCann UK&I & Europe, added: “We’re proudly uniting three powerhouse brands to redefine what it means to be a strongman in 2023. This new narrative on masculine strength is urgently needed to help support boys and men of all ages.”
