The challenge Only for Men gave us was grand and ambitious. How can they grow from a price fighter to a high-profile men’s fashion chain? A question we were eager to answer. They gave us all the freedom we wanted and we took it.
No lengthy brand sessions this time. All it took was a room filled with only men on a quest to understand the company’s soul. The gentlemen agreed that actually it’s quite wonderful to be a man. And most men who knew these men, agreed. Even more testosterone in the commercials? That night we agreed that this would be an excellent idea.
The earlier radio campaign ‘Men of the Netherlands’ – with Hans Kraay jr. as figurehead – delivered
outstanding results. Hans occasionally spoke about fashion, but it was usually some banter about being a man. Only for Men’s brand awareness and popularity skyrocketed. So building on this, we proposed the creation of events for men, opening hours for men, new clothing brands and campaigns that were highly attractive to women (…). The shopping concept ‘Mensperience Store’ saw the light of day, we advised Only for Men to sponsor big football clubs, and to establish the Men for Men Foundation (Stichting Mannen voor Mannen) to raise money to fund prostate cancer research.
Oh well, I guess as everyone knows, behind every well-dressed man is a… blue dragon.