Our challenge was to sell a ‘good time’ to Gen Z, in a time where many Gen Z feel like they aren’t having a ‘good time’ thanks to the choices made by previous generations. There were
… read moretwo key truths that led the work:
1. Gen Z gets especially frustrated when people — and brands — pretend everything is all roses. They reject ‘business as usual’ in unusual times.
2. Despite the short straws they’ve been dealt, they remain defiant and optimistic.
So we threw them a house party at a mansion that embodied intergenerational wealth and handed over our out-of-home assets to our target demo to freely speak their mind; and say ‘Thanks for Zero’ with a literal middle finger to previous generations. In doing so, we tapped into something real that’s on everyone's minds but goes unsaid in Adland.
read less...Client – Carlton & United Breweries
Head of RTDs and Cider Marketing – Sarah Wilcox
Head of Innovation – Ben Farlow
Marketing Manager, Sub Zero – Ben Haysman
Brand Manager – Liam Hale
Media Manager – Harriet Ross
Innovation Specialist – Olivia Dickinson
Production – We Know Video
Director – André Rodrigues
DOP – Matt Hopkins
Photographer – Rocket Weijers
Producer – Matthew Coates
Media Agency – PHD
Group Business Director – Tess Eastcott
Planning Director – Shahrzad Eftekhar
Investment Director – Ryan Wahl
Digital Manager – Spencer Moore
Music Composer – Charlie White
