As a part of our “The Man I Am” campaign to re-launch Schick Hydro, we created “Locker Room Talk” a 3-part interview series focusing on men’s health issues.
We figured that it would be good to have, you know, actual athletes who spend time in actual Locker Rooms show us how real “Locker Room Talk” is done, and that it can be a positive, uplifting thing– instead of a hall pass for “boys being boys.”
If Schick was going to plant its flag behind a more positive view of masculinity (before Gillette’s foray, mind you!), we needed to reframe the talk before we could walk the walk.
Over 3 episodes, host Kevin Love (who had previously written about his own experiences with depression and anxiety in a player’s tribune article) interviewed Michael Phelps (he swims), Paul Pierce (NBA Hall of Famer, ESPN analyst and victim of a high profile stabbing), and Channing Frye (Kevin’s close friend and Cavaliers teammate, whose parents both died a month apart) to talk about dealing with anxiety, depression, and the pressures of being public figures.
According to our PR team, the series racked up over 1 billion impressions. For me, all that really mattered was that young men all over the country got a chance to see that these larger than life, multi-millionaire, “alpha male” sports heroes deal with some of the same anxieties and struggles as they do–and that it’s ok to open up about it.
SENIOR AD: DAN PAPPAS
SENIOR CW: CHRIS GILBERT
CD: PHILIP SICKLINGER/ALEX BOOKER
DIRECTOR: ANDREW BARCHILON