Mash deleted all content from our social media channels and asked for help setting the standard for what the campaign approach would be. People who suffer from and work hard against gender inequality came together to create a once-in-a-lifetime campaign. Mash gave a voice to models, specialists and ordinary men and women, for the first time ever they were in charge and chose to display diverse kinds of masculinity as way to start redefining what the word really meant.

Mash reboot its social networks and left a message: Sorry. Underwear under deconstruction.

In the next couple a days, we began telling a story about vulnerability by releasing content from all the discussions that led us to the campaign creation. Finally we presented cast that didn't fit the traditional male roles to the world. They starred a video with the message: Picture yourself in a underwear ad. Which was a parody of every underwear ad you have ever seen. And another one where they dance in underwear revealing that hat not all men have six-packs. Or are sexy when they are wet. Some suck at sports or can't fix a car. In the end, 6 videos and over 100 pictures helped us engaging the whole country in this conversation for more than 30 days.

By displaying diverse kinds of masculinity we started a nationwide conversation about what the word really means. Some of Brazil's biggest newspapers, magazines and even artists joined the discussion. Over 63 million people were impacted resulting in more than US$1,2 million in earned media. Our two videos combined had 16 million video views. The campaign became a massive hit and helped us proving that acting like a man is just feeling comfortable about being who you are.