MANESIA – BRAND CAMPAIGN

Manesia / man’i:zia
Noun
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:

SYMPTOMS

DIAGNOSIS

Facebook diagnostic test

Confessional booth

CURE

A&E_Manesia_Strip Ad Highres A&E Manesia_BarCounterMat-lowres A&E_Manesia_MX_Advertorial_14153010-3-4

Confess boothManeisa crowd