8/6/2019 Geert's KOS Brief

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Who are we talking to and what is their main issue?Western men between 20-40 years old are well on their way into becoming a new social underclass. Men are

losing relevance and are void of dreams and aspiration. Deprived of purpose and responsibility their role in

society is becoming more and more undefined and insignificant.

However, the same men are still pretty full of themselves, they are spoiled, overpaid, and lazy. They have

resigned from doing and are wallowing in apathy. They are the crme de la crme in couch activism and they

are the worlds leading bar stool philosophers.

What does this have to do with shaving?

Most shaving brands cultivate an old male myth and portrait the Western man as the dominant potent hero.

Cool, in charge and winning in life.

What does this have to do with King of Shaves?

King of Shaves is not cool with this because this image refutes the sense of urgency that Western men

need to get their act together and regain a purpose.

King of Shaves is a brand made for men and cares for the wellbeing of men. Thus King of Shaves sees it

as his responsibility to bring the fake male ideal and the false male icons down. King of Shaves feels

morally inclined to shake men up, kick them out of their comfort zone and motivate them to discover whatkind of man they really can be.

What is the main purpose of our campaign?

Our campaign is aimed to rediscover what manhood in Western society anno 2011 can and should be

about.

What will our campaign look like?

The campaign will be like a motivational speech in order to challenge them to take the first step into

finding their purpose/goal in life. King of Shaves will kick m in the nuts and say: Grow some balls

(whatever the shape or size);

GROW SOME!

8/6/2019 Geert's KOS Brief

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Campaign guidelines

The campaign will come in three stages:

1) King of Shaves is going to be the confrontational mirror of modern man

2) King of Shaves will go on a journey to find a new definition of/ a new purpose for Men together with Men

(e.g. through a research, a documentary or social experiment??)

3) King of Shaves will start to urge men to take a first step in re-defining their own personal manhood:

(e.g. the one man revolution)

What the campaign should aim for: charisma, leadership, taking a stand, taking action

40 motivational speeches in 2 minutes (http://www.youtube.com/watch?v=d6wRkzCW5qI)

> The campaign is all around (paid, owned and earned media) the places where men are

> The campaign keeps the motivation going and going in different shapes and sizes

> The campaign contains of different formats (coherence rather than consistency)

> The campaign will raise a discussion about modern men and KoS will be a part of the discussion

> The campaign is directed at YOU

> The campaign sets the agenda, inspires and helps