Audience Context: The Gen Z Reality Check
In a digital world overflowing with algorithmic noise and fleeting 5-second trends
our loyalty can’t be bought; it has to be earned.
We aren't looking for polished corporate broadcasts.
We are fiercely protective of our Identity,
we demand Unconventionality that breaks the mold rather than just participating
in it, and we crave raw, unfiltered Authenticity.
If a brand wants our love, they have to stop talking at us and
start giving us a space to explore exactly who we are.
The Brief: Crack the Z Code
Gen Z doesn't want perfect; they want real. They don't want to be targeted; they want to be moved.
Your mission is to create a "Brand Love" campaign for YouTube that cracks the code of Gen Z in your market.
But here is the twist: You must leave the old ways behind to drive the impact.
YouTube in 2026, we are the Epicenter of:
Culture: Festive Cultures, Global Tentpoles, Subcultures
Creativity: Innovation & Quality, Longevity & Virality, New Creation Tools
Community: Authentic, Trust, Unfiltered Connections
The key metrics are:
● Brand Love, Brand usage, Brand Advocacy
WINNER/POPULAR VOTE:
BANGKOK TEAM
WATCH LIKE ME
NICHA WITAYAPAISITSAN
COPYWRITER, SOUR BANGKOK
THIRAWAT PRASERTSANG
ART DIRECTOR, SOUR BANGKOK
FINALISTS:
GURUGRAM TEAM
THE CREATOR’S CUT
IMAN SENGUPTA
SENIOR ART DIRECTOR, HAVAS CREATIVE
KOKILA SRIVASTAVA
CREATIVE GROUP HEAD, HAVAS CREATIVE
HO CHI MINH TEAM
WHO IS STILL HERE IN 2026?
HAI ANH PHAM
SENIOR COPYWRITER, PURPOSE.ANT
TIEN BUI DUC
ART DIRECTOR, PURPOSE.ANT
SEOUL TEAM
#EVERYONE’S PLAYLIST
HYERIN DHO
ART DIRECTOR, CHEIL KOREA
JAEHYUN HWANG
ART DIRECTOR, CHEIL KOREA
TOKYO TEAM
HAPPIER BIRTHDAY
HIROAKI IWAI
COMMUNICATION CREATOR, DENTSU INC.
TAIKI TSUNO
CREATIVE PLANNER, DENTSU INC.
