'BE A LITTLE LESS SH!T'
Hero Boyfriend is an app to help boyfriends be a little more thoughtful in their relationships – but you can’t say something like that to a boy. It makes them get uncomfortably close to their feelings. So we called it like we saw it – dudes, try and be a little less shit. Activated through social channels plus online, this campaign has focussed on how easy it is to outsource your thoughtfulness to artificial intelligence and a chat bot.