‘Male polish challenge’

Created for:
OPI

#MENWHOMANiUP

OPI wanted to challenge the belief that nail varnish should only be for women to wear; after all why should expressing oneself through color be something only a woman should do?

We collaborated with local filmmakers to document men in the USA and Italy taking part in ‘the male polish challenge’ – one week of wearing nail polish.

Men with different backgrounds and lifestyles took part in the challenge as the series explored the pressures placed on men to conform to masculine stereotypes, and in doing so helped OPI to credibly contribute to public conversation around toxic masculinity.

Strategic cause-marketing

Described by Forbes as ‘refreshing cause-marketing that is not gratuitous or inauthentic, but strategic and real’

Efficient

Shooting with MOFILM filmmakers simultaneously across 2 of OPI’s key markets

Diverse and real  

Identifying real men from diverse backgrounds to challenge common beliefs

The final edits

Men Who ManiUp | Pt 1 Milan

Credits: Mattia Ramberti, Italy

Men Who ManiUp | Pt 2

Credits: Nina Hawkins, US

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