W+K London’s first campaign for Brown-Forman’s Maximus Vodka looks to inspire today’s generation of young men to feel empowered to be manly and take on the world.

Maximus Vodka embodies the qualities which make men, men and is a celebratory toast for all young aspiring men who dare to reclaim their manliness.

The work feeds off the acknowledged problem that across the globe there’s a generation of young men inheriting a world of economic worry and doubt. This has been described as a 'he-cession'. Really, it has. It’s difficult for men to remain confident or upbeat and this is having a direct effect on their most precious gift, their manliness. Tests have shown that testosterone levels are in general decline.

The Maximus campaign was designed so that whenever a young man sees a piece of Maximus communication, wherever it might be; he should feel empowered to express his manly qualities.

On-trade, in-store and out of home launched in the brand’s home market of Poland and will roll out across other parts of Europe later this year.

American artist and man Mort Kunstler, who is famous for dramatic interpretations of American historical events, has been working with us to capture the essence and tone of the brand through evocative and inspirational illustrations of manly deeds.

Rise and conquer!