A.C.E
A.C.E
"Give A Sh*t"
A.C.E
Creative Director | Strategist | Video Editor
Problem:
Insight:Â
Solution:
How do you get the most attention-divided generation to care about an issue as complex as the water crisis in a single campaign?
​
... you don't.
Although Gen Z is knowledgeable about the global water crisis, their awareness remains passive.Â
Gen Z primarily connects with issues that don't feel emotionally distant and have clear pathways to action. The water crisis struggles to meet this criterion due to its complexity and perceived distance.
Don't create a campaign; create a platform. Tell Gen Z the story of water one chapter at a time, with each chapter focusing on one community, one problem, and clear ways to act. Make an overwhelming global crisis feel local and possible to change.
For my senior capstone project, I worked as creative director of a student-run agency, "Half Full". We were given a request for proposal from Freuds Communication Agency to create a 360 integrated marketing campaign that "raises awareness and mobilizes Gen Z to take meaningful action on global challenges".
The result was a winning campaign pitch selected by Frued's marketing group.Â