Rowse Honey updates The Three Bears fairy tale for a modern audience with a YouTube cookery show.
But these modern-day bears – three gay men called Matt, Joe and Phil who identify with the term for large, husky gay men with a lot of body hair – are more fabulous than Goldilocks ever got to meet. In the show, The Three Bears live together in a rustic wooden lodge and get into hilarious antics while creating a new porridge using Rowse Honey. The campaign launches with three online episodes, a 60-second trailer, out-of-home, social media and a Stylist cover wrap. The work was written by Harry Boothman, art directed by Jenny Piggott, and directed by Chris Goulder through Bare Films.