This campaign featured a series of short online videos that provided advice for modern gentlemen. Episodes included tips on how to tie a bow tie, how to be the perfect guest, and how to cook the perfect steak. The videos were shot using GQ models and stylists to ensure the look was in keeping with the brand, while the tongue-in-cheek voiceover and soundtrack maintained GQ's irreverent tone.

With sessions lasting more than 20% longer than the site average, the GQ Club of Gentlemen video series attracted the most engaged users of any integrated campaign on GQ.com.au to date. The client was pleased with the results and we are now working with Stella to create the next instalment.