Part one: covid touches down
Q: what happens to a business with 150 stores when they close? and what is the role of ‘brand’ in this moment?
A: you soothe, nurture compassion and support through online spaces. a brand can become a place of comfort
Our channels are a place of respite and connection. Meme and lol sharing. Watch-a-long at home streams of Clueless and Mean Girls (and product edits inspired by the films). Crowd sourcing advice and problem solving. A busy fortnight on our channels for a busy, uncertain fortnight in the world.
Part two: problem solving
Q: how do you re-purpose a pre-covid campaign?
A: you serve up a culturally relevant motivational message of support
What had originally been conceived as a demonstration of self-belief overcoming self-doubt has been reframed into something bigger: a call to arms to find motivation and stay motivated.
Part three: building
Q: the issues close to Gen SG’s heart haven’t changed. so how are they still creating a better tomorrow from home?
A: we encourage resilience. to see that as a generation, they are more than capable of getting through this pandemic blip. and pushing the needle forward in the meantime
GenSG are in the midst of the changed-off-it's-axis world. But that doesn't mean we stop thinking about our place in the world and the future we want to see. In fact: maybe this is the fresh start we needed. We're giving a voice to GenSG as they change the world and bring about a better tomorrow.
Part four: feeling flat
Q: Gen SG are a number of weeks into #ISO at this point. they are feeling bored and discouraged struggling to see the end in sight. how can we help?
A: we set challenges and checkins. we promote connection and encourage creativity
