Check out how Generation Z experiences culture, social media and their own role in life, in this engaging campaign by British online fashion retailer ASOS – itself a Gen-Z baby.
Millennials might have witnessed digital unfolding around them, but these digital natives, born in the mid-1990s to 2000, were delivered straight into the hands of tech. They simply don’t know there’s been a revolution.
And that carries its own challenges.
As marketers pore over emerging data to work out how Gen-Z is different from millennials, studies are beginning to show that the former, umbilically attached to technology, craves the original social media – physical human interaction.
UK company ASOS gets it, and has come up with a concept that’s a mould-breaker because it went out and actually asked young people themselves how they see things.
ASOS, which originally stood for AsSeenOnScreen, itself turned 18 this summer. Always aimed primarily at young adults, it’s developed from a site selling other brands’ clothing to a global operation HQ’d in London’s trendy Camden Town with its own burgeoning clothes and accessories ranges.
Its latest line, called Collusion, takes the whole thing into a different league by opening the design of clothing to the purchasers themselves. Word has it Collusion 1.0 – designed by six Gen-Zs who’ve been working on it over the past year – has already sold out.
They have, says ASOS, “taken the label to places it could never have gone alone. The result is a new-to-market fashion proposition anchored by the ideals of collaboration, inclusivity and experimentation.”
This mini-documentary 5’55” campaign promoting Collusion features 100 young people who have turned or are turning 18 this year. Inclusivity, discrimination, different outlooks and a big dose of fun all stream into the inside information, building a picture of what it means to become a young adult in today’s Britain.
A compelling campaign for the coming-of-age of the coming age, wouldn’t you say?
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