For Jacamo, the issue of male body consciousness isn’t a new idea. The real men’s fashion brand started out life purely to offer fashionable well-cut clothing, in all shapes and sizes, to help all British men feel good about themselves.
So the growing trend in Manxiety, Bigorexia and negative male body image is a big deal for their customers. They wanted to take a stand on their behalf, carrying out extensive research to understand how the issue impacted customers.
Behind the bravado, they discovered many UK men were struggling to talk about their feelings and open up about the struggles they faced.
Our challenge was to address this by creating a short film that brought together cricketing legend Freddie Flintoff and comedian Jack Whitehall. In a scenario they wouldn’t normally find themselves in. Talking freely about their bodies, their hang-ups and their inner feelings – over a candle-lit dinner for two.
Ensuring the content was sensitively handled, brutally honest but amusing and watchable was our brief. #manxiety was born with an aim to get people talking about this important and difficult issue.