How do you get the most attention-divided generation to care about an issue as complex as the water crisis in a single campaign?

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... you don't.

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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".

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Our agency's answer wasn't to create another campaign but to build a platfrom.  We wanted to tell Gen Z the story of water one chapter at a time. We decided that reaching Gen Z takes a movement, one that doesn't fit the status quo and "breaks them out of the doom scroll".

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The result was a winning campaign pitch selected by Frued's marketing group.