What used to be perceived as masculinity is now being reinvented by the modern man. Traditional masculinity teaches men to "not feel" but modern masculinity says "dare to feel". This campaign was heavily inspired by the men that dare to feel, who are not afraid to be put in vulnerability but they are curious about who they are and have the courage to represent themselves authentically.

"It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust, sweat and blood; who strives valiantly; who errs, who comes short again and again; who at the best knows in the end the triumph oh high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither knew victory nor defeat" - Teddy Roosevelt, 1910