Kids, debt is not funny
THE BIG IDEA - We partner up with Calm to bring forward a cause that has had the young population in its traps - the invisible debt stress due to Buy Now Pay Later. This direction focuses on intercepting and ambushing the predatory nature of Buy Now Pay Later apps and driving the youth to pause, breathe, and rethink their spending habits before they over consume on a lifestyle beyond means and simply aesthetics.
Category:
Creative direction, OOH, Copywriting
Location:
US
Date:
MINDSET SHIFT
Calm is considered an elegant, soothing meditation app with a soft approach to mindfulness, anxiety and awareness on various topics. But interesting, Calm is also the #1 app for fighting sleep anxiety and stress which makes it a perfect fit for the cause, as financial stress is also the #1 reason youth now loses sleep. Calm enters into a trajectory of ambush as opposed to their elegant nature, a trajectory they’ve rebranded into and a trajectory that tells you to “Calm Down”
GTBB
GET the young population especially GenZ, fresh corporates figuring out life, students/graduates, GenZ with existing signs of anxiety, depression and ADHD due to financial difficulties and heavy users of TikTok/depop/instagram TO pause, breathe, think and break out of the over consuming bubble of Buy Now Pay Later apps and loan stacking, BY intercepting the predatory nature of BNPL and shifting the conversation to where GenZ lives digitally, BECAUSE loan disability and dependence on overconsuming beyond means is never healthy.
