HOW DO YOU ADVERTISE A PHONE TO A GENERATION THAT HATES ADS?

Make it feel like culture, not marketing.

We had a product that already taps into Gen Z’s nostalgic senses: the Z Flip5 flip phone, and an insight: while Gen Z is famously ad-averse, they’ll engage when something feels cool, considered, and worth their attention. Increasingly, that looks like print-inspired stills campaigns that appeal to their creative tastes, starring talent they actually admire.

So instead of advertising the phone, we made something they’d want to save. A Y2K-inspired stills campaign shot by Amber Asaly, one of Gen Z’s most influential photographers, starring pop icon Sabrina Carpenter, with the Z Flip5 as part of the image, not the message.

THE IMPACT:
• Paris Hilton commented.
• 97% positive sentiment across all assets.
• 6M organic likes and 190K engagements.

ROLE: Concept, creative direction, talent collaboration.
ECD: Ben Clare.