# Vandalized Billboard Branding The Chill 'Les Man' Campaign Puts Hair on Your Chest By Amelia Roblin | Published 2011-07-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/chill-les-man-campaign References: [adsoftheworld](http://adsoftheworld.com/media/outdoor/chill_les_man_billboard) & [marketforce.au](http://www.marketforce.com.au/) According to most fashion advertising, bare chests are in style, but the Chill 'Les Man' campaign laughs at this standard while serving up a more mocho product than perfume. The Marketforce advertising agency of Perth, Australia, came up with the idea to post [billboards](https://www.trendhunter.com/trends/windows-of-selfcare) for a fictitious product, a [men's fragrance](https://www.trendhunter.com/trends/boss-bottled-beyond) called 'Les Man.' The model in the image has slicked back hair and a completely [clean-shaven appearance](https://www.trendhunter.com/trends/any-hair-anywhere) that the marketers have categorized as too feminine a look. To offer a stark contrast, the Chill 'Les Man' campaign outdoor ads were later graffitied intentionally to give the guy's waxed skin a dark hairy coat. In conjunction, the cologne bottle has been pasted over with a carton of Chill Flavoured Milk, and "Les Man" was crossed out and replaced with "Man Up." ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 97% | Activity: 100% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Subversive Advertising:** Opportunity for brands to challenge conventional advertising norms and engage with their target audience through provocative and unexpected messaging. - **Gender Blurring:** Opportunity to disrupt traditional gender roles and stereotypes in the marketing of products and services, appealing to a more diverse and inclusive consumer base. - **Street Art Integration:** Opportunity for brands to collaborate with street artists and embrace unconventional marketing strategies that blend art and advertising in urban environments. ### Who This Affects Most - **Fashion Advertising:** Opportunity to redefine beauty standards and challenge traditional portrayals of masculinity and femininity in fashion advertisements. - **Fragrance Industry:** Opportunity to create fragrances that cater to a wider range of gender expressions, breaking away from traditional gendered marketing approaches. - **Outdoor Advertising:** Opportunity for outdoor advertising companies to explore innovative and interactive advertising techniques that capture attention and spark conversations. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Viral Slogan-Inspired Campaigns](https://www.trendhunter.com/trends/manscaped1.md) - [Unique Real Facial Hair Billboards](https://www.trendhunter.com/trends/dollar-shave-club1.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Interactive Grooming Brand Pop-Ups](https://www.trendhunter.com/trends/lower-body-spray.md)