Chapel London

ABOUT

BRIEF

Under 25s made up roughly 41% of the global population last year. To help brands get to know this growing generation and its growing influence, Facebook wanted to present it in a way that had never been done before.

It was our mission to make this vision a reality, supporting the team in creating a multi-touch campaign about Generation Z through the lenses of identity, community, commerce, resilience and activism. And what better way to do that than in the words of Gen Zers themselves?

EXECUTION

We led the creative ideation and direction of a digital report and cross-market social campaign (US, UK, France, Germany, Sweden, Norway, Denmark). This gave us the opportunity to assist Facebook with everything from initial concepting to final delivery, including strategy, design, copywriting and editing.

Despite targeting a business audience, we knew we had to go beyond what was expected of B2B content. To us, this meant creating something that visually represented Gen Zers. We wanted to capture their rebellious and playful nature and so, we disrupted layouts, mixed colour palettes and experimented with typography. We then pushed this identity across all supporting collateral and campaign video—designed by us and directed by filmmaker, Basma Khalifa.

RESULTS

Going live in September amid COVID-19, we knew this campaign wouldn’t have the support of a physical event and would, instead, have to stand out among the crowd of online content… Based on the numbers, it did just that.

‘Meet the Future’ gained international recognition and press coverage across Europe, North America, East Asia and Australasia, reaching around 6.3 million people. Over 9 million organic engagements were achieved and 760K platform impressions in the Nordics and France alone. This brought Facebook a brand lift of over 11%, establishing it as a trusted thought leader and business partner.

MADEIT CREDITS

Annual 2021 ShortlistMeet the FutureBranded Content Annual 2021 ShortlistMeet the FutureSocial Project featured: on 14th July 2021 Pro member:

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Contributor:

Chapel has been a Contributor since 25th November 2015.

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