Carling Black Label: Bold Brave Strong

Carling Black Label is South Africa’s biggest beer brand and is powerfully connected to positive notions of masculinity. Our brand purpose is to transform traditional masculinity - to challenge the true meanings of bold, brave and strong – in order to empower men and rally a new order of Champions. Agency: Ogilvy, Cape Town

This piece shows that there’s no one way to be a man, and that in fact, true strength often lies in your ability to be weak, to put others first, to be genuinely you, and very importantly, not to follow the role of “man” as society at large dictates it should be.
Because society’s notions of what a man should be, can be, and can’t be, are largely outdated, and quite frankly, are harming our nation.

This is our way of taking a stand against toxic masculinity, of using our influence to promote positive change, and encouraging every man to be the Champion he has the potential to be.

This is the first step towards shaping a new society with better values that we can pass on to generations to come.