Manesia / man’i:zia
1) The state in which a male has forgotten how to be a man.
A&E’s record breaking, multi award winning, multi platform brand campaign was based on a single insight – 77% of free to Air television in Australia is female skewed. Men are forgetting how to be men when they are forced to watch hours of baking, dating & dieting shows. The tongue in cheek campaign played out across 3 stages, SYMPTOMS, DIAGNOSIS AND CURE, each stage having its own mix of TVC, Press, Print, social, radio and experiential components:
CAMPAIGN CASE STUDY:
Facebook diagnostic test