Awards Case Study: #BestManProject

June 14th, 2019

The #BestManProject by Bold Content for CALM (Campaign Against Living Miserably) won Gold in Best Video Series at the 2018 International Content Marketing Awards.

The campaign tackled a difficult topic: male suicide. The brief was to create a series of videos that encouraged men to talk to a friend if they were feeling low, but in an entertaining manner. Bold Content Video deftly produced a solution that mixed humour and emotion to deliver a message that would stay with the viewer long after the videos had finished.

Working with the Campaign Against Living Miserably (CALM), the production team approached the challenge by creating a mix between an interview and a social experiment. Beginning with a casual interview of two friends, the director flipped the easy style by instructing the men to “turn to your friend right now and tell him how much he means to you.” Catching the interviewees off guard, it allowed them to be open and vulnerable, producing some truthful and emotional answers.

The first film in the campaign features three sets of regular pals. In the second piece, they were joined by his Royal Highness, the Duke of Cambridge, who came along to support the project. Prince William participated in a round table discussion with celebrities including Rio Ferdinand, Loyle Carner, and Roman Kemp.

The videos were widely spread on social media, amassing over 10 million Twitter followers and six million Facebook followers. In total, the videos were seen over 22 million times. “This was a strong series that tackled a difficult situation in an innovative and engaging way,” said the judges. “The simple approach was executed well, producing meaningful results.”

A truly engaging suite of productions that keep simplicity at its heart to ensure the message and value behind the production shines through.”

Adam Neale, Managing Director of Bold Content says “It meant a great deal to us to win the Gold CMA award.  It’s a project that’s very close to our hearts, so getting the recognition that other professionals in the content industry have been positively affected is incredibly rewarding.”

We feel that the humorous tone, coupled with an important and emotional message, leads to great storytelling potential. To that end, we’re currently developing the campaign beyond the original scope of the project and are looking for brand partners who want to be involved.

In total, the 2018 International Content Marketing Awards received over 400 entries from over 130 agencies across 20 different countries including UK, USA, Canada, Germany, Hong Kong, Singapore, Australia, Sweden, South Africa and Israel. View all of 2018’s winners here.

The 2019 awards are open for entry, with the deadline on Friday 6th September. There are a number of new and updated categories this year, to see more information on entries and categories click here.

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