The audience for this campaign was 10-18 year-olds (along with those who act that way).

 

Which means you go bold or go unnoticed.  

 

OUR BELIEF: Don’t just know your audience; think like them 

 

For this group, we used the kind of schoolyard-humour headlines that make parents cringe and teens steal our ads for their lockers. And, once again considering this audience, we made sure that the campaign seamlessly lent itself to include a shareable social media element.