Crafting a New Narrative for Gen Z
Gen Z are one of the most inclusive and creative generations on record. Making their views and their voice heard through creative content comes naturally to them. How can a brand tap into this?
JBL sought our expertise to recapture the hearts of Gen Z. This generation has a dramatically different relationship with audio compared to their Millennial predecessors. Our mission was to understand Gen Z's lives, their loves, and their world to build a meaningful brand purpose expressed in a way that resonated with their unique perspectives.
Enter Visible.
We pointed ‘Visible’ at user generated content and brand content to understand how Gen Z “do” self expression.
Visible gathered, clustered & analysed…
70,000
User-Generated visuals
This generation’s affinity for brands like Crocs and hobbies such as crocheting reflects their desire for individuality and nostalgia, combining comfort and creativity. Crocs, with their customizable charms, and the resurgence of crocheting signify a broader trend of embracing uniqueness and blending past and present in their identities.
Through this lens, we crafted a fresh and authentic representation of JBL’s brand purpose. We developed visual and verbal guidelines that resonated with Gen Z’s sense of self-expression. Our collaboration with the client and creative agency ensured that these insights were integrated into the creative development for the external launch.
The resulting creative execution and activation have become some of the highest-performing in JBL’s history.
“G=MC2 were instrumental in helping us transform JBL for a new generation.”
John Livanos, Vice President, Brand Strategy & Consumer Insights at Harman International