| Trama | Alongside craft beers and denim workwear, the beard is part of the uniform of a new urban masculinity. We were targeting that ‘lumbersexual’ hipster who is actually more likely to save a tree, than chop it down. Remington wanted to convince these men that careful care could make their manly beards even manlier. We created the legend of the Beard Boss. A man whose well-kept whiskers are so strong, only he can complete feats of virile ingenuity. We put the call out on social media for challenges we could pose. Our Boss’ beard soon bore the brunt of returning ping-pong serves and rocking a guitar riff. We embraced the tropes of the new masculinity with a knowing wink. We used humour to link the strength of a well-kept beard to the strength of the man himself. And we turned this preening prowess into shareable content that had our audience bristling with excitement. |