Brief:

Encourage more men to feel comfortable crying at sad films.

Problem:

Despite nearly 90% of people feeling better after they cry, 80% of men admit to bottling up their tears when watching films. Holding back the tears is not good for you though, as it can raise your blood pressure, make you aggressive and increases risk of heart disease

Insight:

Crying is proven to boost your mood, make pain less painful and de-stresses you.  In some instances crying can even make you a hit with the ladies (many girls love a sensitive guy).

Solution:

I re-released 5 Top sad films that aims to encourage more men to allow their emotions to get the better

of them during a film, by making DVD tissue boxes.

How it works