Collaborating with Zegna on “What Makes a Man”
Communication and PR
Influencer Marketing
Content Marketing
Events and Brand Experiences
In 2019, Zegna launched the global "What Makes a Man" campaign with the aim of opening a dialogue about redefining masculinity, challenging traditional stereotypes and promoting a more authentic and inclusive vision of the modern man. From our offices in Mexico, we worked to amplify this message and join the global campaign starring Oscar Mahrshala Ali, featuring local voices that would make a real impact on the Mexican public.
"What Makes a Man" Event
Generating local connection and impact
To achieve this, we began by searching for local talents who, through their storytelling, could provide a relevant and credible perspective on the redefinition of masculinity. Authentic voices, with real stories that would connect with the audience.
Thus, we chose Erik Hayser, whose work and career have been marked by his commitment to social causes and his ability to address profound themes of male identity; Arly Velásquez, a Paralympian and leading figure in the sport, was selected for his vision of effort, resilience, and overcoming challenges; and Diego Boneta, known for his international profile and his impact as a public figure, who, through his own story of success and vulnerability, connected with a global audience seeking a more authentic and diverse definition of masculinity.
These local voices were integrated into Zegna's global campaign, amplified through the brand's networks and platforms, providing a context closer to the Mexican reality.
For the campaign launch, we created an ambitious press plan that, in addition to negotiations with different types of media, included an invitation to the GQ Editor-in-Chief to the campaign launch in New York and shoots with local talent. We also implemented seeding with KOLs and the press, sending a press pack containing a T-shirt with the campaign's messages, achieving greater dissemination and connection with relevant media outlets.
Finally, to complete the strategy at the local level, we organized a presentation event with a discussion on new models of masculinity. The talk was moderated by the Editor-in-Chief of BadHombre magazine and featured the participation of local talent. The event was attended by media, KOLs, and the brand's clients, creating a space for reflection and interaction that reinforced the campaign's impact in the Mexican market.
Global results
Clippings Print
51
Online Clippings
26
Editorial Space
20,01
Editorial Value in Print