Campaign Overview
Telling your mates you love them.
Awkward. Vulnerable. Tricky. (It shouldn’t be. But it is)
Calling them a kn*bhead, however, that’s real affection.
In the UK, mates rarely meet up for heart-to-hearts; it shows up as banter.
LOVE YOU CANS taps into a simple human truth: For a lot of men, closeness sounds like “you w*nker”
Results
LOCATION
UK
