ZYLA · Free for Men
"FREE FOR MEN." A deliberately provocative headline to better flip the message: a can offered to men… on International Women's Rights Day.
Discuss an idea
Mission
For International Women's Rights Day, ZYLA and Ogilvy wanted a stunt that would make people stop and think. We designed the campaign's web experience: a two-step mechanic, from teasing to reveal, deployed on the brand's Shopify environment.
The project
Challenges & Goals
Create a deliberate surprise effect, spark conversation, then flip the message at the moment of the reveal, all while leading the user to action: claiming their free can, online or in store.
Target audience
The general public and the ZYLA community, reached through a media campaign and a sampling operation, invited to discover the true meaning of the stunt.
Delivery
Implementation
Two mobile-first experience pages: a countdown / teaser page with the shock headline "FREE FOR MEN", featuring a countdown, an animated can and "Claim your free can" calls to action (online / in store); a reveal page that uncovers the meaning of the campaign, with infographic content and a challenge addressed to men. All delivered in 3 languages (FR / NL / EN).
Creative approach
Art direction faithful to the ZYLA brand book: bold typography, an acidic palette, the "boost" can and the graphic signature of the "cracks". Tension built through the countdown, up to the final twist that gives the whole stunt its meaning.
Credits
ZYLA / Spadel · Ogilvy Social.Lab Brussels
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