McCann and partners bring you The World's Strongest Men this Movember - Prolific North

The company, McCann UK, united with L’Oréal, Movember, and the World's Strongest Man (WSM) contest to form the "most powerful alliance" ever seen.

The partnership involves the three individuals utilizing their individual skills to redefine the concept of a powerful man in 2023, while also fostering an environment in which men are comfortable expressing vulnerability.

Once again, for the past six consecutive years, the leading men's skincare brand in the UK has joined forces with the biggest men's health charity worldwide. However, this year, they have added the world-renowned icon of power, World's Strongest Man, to the mix to redefine the definition of strength.

The partnership proposes that initiating a dialogue can relieve the greatest burden. Hence, three 'World's Strongest Men' will be recounting their motivational tales - from their personal battles with mental health to discovering the courage to express themselves and realizing the potency of this act.

Tom Stoltman, who holds the title of the World's Strongest Man, shares how he battled his emotional struggles to break free from being a bedroom dweller to becoming a gym enthusiast. He worked tirelessly, pushing himself to the limit and reaching new heights, ultimately going on to win the World's Strongest Man competition twice in a row.

Jake Daniels is an openly gay professional footballer from the UK who talks about his experience of living a secret life. He explains how it took a lot of courage to tell his loved ones and fellow team members about his true identity, but in doing so he felt a huge sense of relief. He is an inspiring example of someone who has shown great emotional resilience.

Jordan Stephens, a versatile artist who writes, produces, and sings, knows firsthand the ups and downs of fame. He achieved success at a young age, becoming a household name at 19 and selling a million records by 21. However, he struggled with his mental health as he approached 25. Jordan has since overcome his difficulties and now aims to redefine the definition of masculinity by encouraging men to embrace their vulnerabilities.

The three companies have designed a new representation of toughness to commemorate the adventures of men. This is an alternative trophy to the WSM, which shows a single person struggling with carrying the weight of the world. Instead, the new trophy conveys the idea of brotherhood and support, as the man is now helped by his fellow men.

The campaign was developed by the teams of McCann UK in London and Manchester. The production work was handled by Craft Manchester. The campaign is rolling out across various programmatic, social and OOH locations in the UK starting from today, which is November 1.

Jennie Flatt, who leads the L'Oreal Men expert business, expressed her enthusiasm for the collaboration between Movember and World's Strongest Man in the brand's sixth year of partnership. The campaign "Be Strong, Open up" aims to break down the taboo surrounding male vulnerability by highlighting the stories of men who demonstrate that strength can take on various forms. As a brand, L'Oreal Men expert is passionate about emphasizing that vulnerability is not a weakness, but rather a strength worth celebrating. Through this initiative, they hope to encourage conversations about the importance of openness and vulnerability in promoting mental health and well-being.

Rob Brown, the chief creative officer, L’Oréal, at McCann UK&I & Europe, said: "We are happy to bring together three influential brands to change the definition of what it means to be a strong man in 2023. This new angle on the concept of masculine strength is essential to aid boys and men of all generations."