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 - a cathartic dance party shot in a social media first style, held on the hallowed ground of wealthy boomers. The piece gives Gen Z a chance to 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.
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