A&E is a pay TV channel filled with blokey shows. Men who watch it love it – but a lot of men didn’t know it existed. We needed to get a male free-to-air audience talking about A&E.

We started by looking at their existing TV diet, and discovered that 77% of Australian TV programming is female skewed.

Mens’ no choice obsession with female TV would be our way in. 

Our strategy was to be the first brand to recognise and legitimise a new affliction – Manesia - the state in which a man has forgotten how to be a man. 

So we created a suite of static, video and interactive content to relaunch the A&E brand to the lost blokes of Australia.