campaign summary
Active people percieve the world around them. Their surroudings
can evoke feelings, needs or emotions. Those demand impulses to
transform them into ideas. Often the obstacles can stop the
process from realization, so we focused on breaking the barriers
between concept and implementation. The foundation VIA is
bringing together those active teens who care about their
community.
As opposed to focusing on limitations, our campaign strives to
empower teens with positive motivation and inspiration through
uplifting stories. Our goal is to provide them with self-esteem,
valuable experiences, new connections, and an overall sense of
well-being. These are benefits that will continue to develop and
positively impact them over time.
creative insight
Despite being digital natives, Gen Z also recognizes the need for
real-life action in solving social issues. With 91% of them expressing
the desire for more discussions on social problems, we aim to
empower them to take action and make a positive impact. This
generation shares a passion for sustainability and supporting local
businesses. However, they also face numerous barriers that
prevent their ability to bring their ideas to life.
During these formative years, teens are discovering their true selves
and what they are capable of achieving through self-realization.
They often lack guidance and mentorship. Instead, they turn to
digital idols on platforms like Instagram and TikTok for inspiration.
The rise of communication through Discord also highlights their
growing preference for this medium.
solution
DISCOVER: guide to the ADVENTURE
Our approach to empowering GEN Z and fostering social
responsibility involves creating a virtual guide, Robot Marvin, who
will help them discover their options and guide them on their
adventure to become DOBRO-DRUH. Marvin is inspired by story
about Hitchhiker’s guide to the galaxy. He is highly intelligent and the
tasks he has to do are trivial for him. He yearns for a challenge and
wants to prove that he is capable of more. Marvin identifies with
GEN Z on most levels.
His role is to capture and motivate through inspiring short videos
distributed on selected platforms, encouraging them to step out of
their comfort zone and break down the barriers in front of them. His
communication approach resonates with the tone of GEN Z. He is
phlegmatic, but still inspiring and confident.
how does it work?
Our goal is to efficiently utilize our limited budget to reach as many
individuals as possible. To attain this objective, we propose the
creation of profiles on Instagram and Tik Tok for Marvin - your new
favourite virtual influencer and guide. In this endeavor, we have
partnered with one of the most prominent Czech „vlivník“, Kovy,
who will also provide his voice for Marvin.
ATTENTION
Marvin's first video series nonchalantly encourages indefinite
action, resonating with the audience's shared perspective.
INTEREST
Marvin shares his concerns and barriers while Kovy motivates him to
step out of his comfort zone by providing insightful perspectives.
DESIRE
Marvin overcomes obstacles, discovers strengths in community
service, shared activities, and environmental improvement.
ACTION
Marvin encourages community involvement in videos, sharing
success stories and inspiring others to become DOBRO-DRUZI. We
connect the community through Discord and offer a chance to join
a discussion with Kovy.
DISC VER: ADVENTURE
guide to the
what r u doin?
discovering creating
community
calling to action
content
discovering
experiences