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Advertising Masculinity Creativity

Schick Hydro partners with Kevin Love and the Movember Foundation to promote healthy masculinity


By Kyle O'Brien | Creative Works Editor

October 2, 2018 | 5 min read

Schick Hydro has taken a threefold approach to its latest marketing push, partnering with NBA star Kevin Love, presenting a new integrated campaign and partnering with the Movember Foundation to promote healthy masculinity.

Schick Hydro

Schick Hydro's 'The Man I Am'

The campaign is the first to drop, with ‘The Man I Am’ integrating across digital and social channels. With it, Schick looks to help evolve the modern take on masculinity – like several other brands are doing, including men’s grooming rival Harry’s.

Produced with Mullenlowe, ‘The Man I Am,’ according to the brand, helps reinforce and celebrate the individuality and authenticity of men from all walks of life. The debut video ads feature Willie Spence, Kevin Carroll, and ZU-nA — real men, not actors, who were carefully chosen based on the way they expressed themselves in found user-generated content. The additional integrated campaign work features a spectrum of diverse men who aren’t afraid to be themselves, and who can confidently say, “This is the man I am, and this is the shave I want.”

“Society is ever evolving and so is a man’s role within it, and this timely work is our positive contribution to the much discussed topic of masculinity,” noted Chit Itchon, men’s systems global marketing director at Edgewell Personal Care. “The previously established road map for masculinity is gone, and with this new campaign, we felt the time was right to bring forward a more positive and diverse celebration of masculinity, while aligning with partners who share our positive vision for mankind in the future.”

‘The Man I Am’ campaign will also feature an upcoming web video series with NBA star and mental health advocate, Kevin Love. Love inspired people earlier this year by opening up about his own personal struggles with mental health. As part of the partnership, the basketball star will lead a series of conversations with several iconic guests about the evolving definition of positive masculinity, ‘Locker Room Talk.’ Set to debut in late October, the webisode series will discuss what healthy masculinity means today and aim to empower men to start their own dialogues. The campaign will also raise money for both the Kevin Love Fund, which aims to inspire people to live their healthiest lives while providing the tools to achieve emotional and physical well-being – and the Movember Foundation.

Kevin Love

Schick also formed a partnership with the Movember Foundation, the global charity focused on men’s health. With this partnership, Shick Hydro will be the official razor brand of Movember. The brand will also work with the Movember Foundation to help raise vital funds and awareness to ensure men live happier, healthier, longer lives.

“There are few organizations that have done more to educate the male population on what it means to be a healthy man than the Movember Foundation, and there are few men who have done more to spark positive male conversations this year than Kevin Love,” said Carolyn Turoczi, Schick Hydro senior brand manager at Edgewell Personal Care. “Through ‘The Man I Am’ work, we’ve created a purpose-first campaign that celebrates what it means to be a man today while establishing partnerships that will push healthy masculinity conversations to new heights.”

Noted Terry Norton-Wright, US president at the Movember Foundation: “We are so excited to welcome Schick to Team Movember for this year’s Movember campaign. What better way to begin Movember than with a shave down using the Schick Hydro. Movember and Schick share the value of promoting positive, healthy masculinity. We both believe in the value of taking action in support of men’s health, whether it’s through having important conversations or fundraising to support vital research.”

Schick: The Man I Am by MullenLowe

By Schick

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Advertising Masculinity Creativity

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