Along with craft beers and denim workwear, the beard’s an important part of the uniform for a new urban masculinity. Remington wanted to resonate with ‘lumbersexual’ hipsters - more likely to save a tree than chop it down - and show that careful care could make their manly beards even more manly.
We created the legend of the Beard Boss – a man whose whiskers are so strong, only he can complete the virile feats of ingenuity we set. A call went out on social media for challenges and our Boss’s beard soon bore the brunt of ping-pong serves, rocking guitar riffs and other manly deeds. By embracing the tropes of this new masculinity with a knowing wink, we linked the strength of a well-kept beard to that of our man.
By turning this preening prowess into shareable content, we had our audience bristling with excitement.