The objective was to design a campaign that sincerely resonates with teenagers by highlighting their everyday challenges without falling into stereotypes. The challenge was to authentically represent those significant moments experienced during adolescence such as daring to talk to a crush, attempting a skate trick, or speaking up in class while relying on their cultural codes, especially the manga universe.

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For this campaign, we created three capsules illustrating the daily challenges teenagers face, encouraging them to “switch to YOP mode”.
Produced by The Source, the shoot took place across a skatepark, bus, and classroom, blending both the real world and shōnen aesthetics.
The project includes three video capsules, a 30-second VOL film, an immersive audio spot, and, as a bonus, a film with influencer Mastu, who has over 6 million subscribers on YouTube, significantly strengthening the campaign’s impact.

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