Agency: Amp Agency
Date: Oct 2018
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Global men's hair and beard care brand Just For Men has unveiled a new advertising campaign. 'Be The Better Man' encourages men to be unapologetic about grooming and to take charge of their appearance to empower men to look and feel their most confident. As the stigma around men’s grooming continues to shift, Just For Men is there for the man who believes that when he looks his best, he can bring his best to every aspect of his life. Grooming may be the most immediate way that Just For Men can help, but it is also there to celebrate that at their core most men are simply good people.

Be The Better Man exemplifies Just For Men’s belief that there is more than one way to be a man, and that stereotypes of the past – including the notion that grooming is solely the territory of women – no longer apply. Just For Men’s brand heritage and commitment to men is showcased in the Be The Better Man campaign by celebrating a social endeavor that is true to its core beliefs and ambition. The campaign connects with men around the core idea that there is no one way to be a man, and that grooming is a way to express your unique identity to the world.

The strategy focuses on challenging the status quo as it relates to society’s beliefs about masculinity and grooming, and positions hair and beard care as one of many proactive tools the modern man has in his arsenal to help him look and feel like his best self. Just For Men wants to move guys past the idea that grooming is a secretive or reactive behavior, and towards the notion that it is a way to unlock confidence and potential – whatever that means to different individuals.


Identity (Production Team):

Director: Philip Andelman

Executive Producer: Alana Hearn

Producer: Keeley Gould


Director Global Content Production: Carin Zakes

SVP, Worldwide Creative Director: Meg Rogers

VP Men’s Care: Ralph Marburger

Marketing Director: Stuart Hendrickson

VP Integrated Media: Jackie Steinberg

AMP (Agency Team):

Executive Creative Director: Colin Booth

Associate Creative Director: John DeGray

Copywriter: Reilly Harmer

Designer: Todd Fenton

General Manager: Matt Jacobs

Vice President: Ailine Tan

Account Director: Nicole Sorice

Senior Account Executive: Essane Diedro

Project Manager: Krystina Rafanelli

Strategy Director: Makena Cahill

VP Media: Kazi Ahmed

Group Media Lead: Sascha Lock

Media Director: Paula Berkel

Media Planners: Chelsea Brandt & Nicole D’Amato