Even in times like these, life is still good with the right perspective and some youthful curiosity. So Adolescent created the Life’s Good campaign, a series of short films that portray a diverse group of young influencers as they engage with their different passions such as surfing, skating, music, fashion, and activism among others. The overall message is about rediscovering what makes life so special. The films illustrate that youth are multifaceted and use their creativity when faced with tough times.
The project was envisioned by Adolescent Content’s director, 17-year old Amelia Conway and Adolescent’s Creative team, as well as produced by Adolescent Content virtually due to the pandemic. Amelia and Adolescent’s Creative team were given tremendous freedom to create a campaign that authentically reached youth. She was able to accomplish such by embodying collaboration, individuality creation, and creativity - elements that are so important to a multidimensional youth generation.
From millions of online impressions to a screening in Times Square, this integrated 360 campaign reinvigorated the "Life's Good" mantra with a youthful perspective. The talent of our Gen Z director was not lost on the press, garnering coverage from around the world. Above all, this campaign's contemporary approach was able to sucessfully engage Gen Z with its all-encompassing message of encouraging people to rediscover what makes life so special, without alienating the brand's existing older audience.