Kojie-san Men ‘Gamer’ 15s

Kojie-san Men needed a new campaign that spoke to the modern male archetypes. We responded by dialing up the swagger, thereby identifying the Kojie-san man from all others but also giving men the message that this kind of self-assuredness is inside them as well. ‘Gamer’ was envisioned to be the first of a series in the ‘Attitude’ campaign, where it was no longer about muscles, it was about authentic, unapologetic badassery.