THE ASK: Gen Z struggles to envision a future amid instability.

INSIGHT: When you feel supported, it’s easier to tap back into reality.

BIG IDEA: A Better Now.

CREDIT: AD: Ro Sharma & Joyce Jiang | CW: Myuri Srikugan

OOH

Wild Postings.

ACTIVATION

A direct mail vinyl package tucked inside with hidden candies, unleashing a sour shock of joy over some warm melodies. Connect the physical and digital worlds via vinyl record and QR code, launching a curated playlist to help Gen Z pause and feel a better now.

GUERRILLA STUNT

Archive This Moment. Located in high-traffic hubs like Harbourfront and Kensington Market, these pop-up installations invite the public to archive this moment by adding personal notes of joy to a massive "life" wall.This collective art piece encourages Gen Z to tap into the present, and express moments of gratitude, reinforcing a life with less stress and more life.