Hunter Kelly
NYC
Creative strategist with 8 years of experience making ads.
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JanSport is America’s favorite back-to-school brand, doing the majority of their business in the few months before school starts each year. But when a nation-wide quarantine kept kids from going back to school in person, JanSport came to my team for a corporate social responsibility initiative that would keep the brand top of mind for Gen Z’ers.
STRATIGIC UNLOCK
Prior to the pandemic young people were already struggling with widespread mental health issues. Now with looming isolation, an uncertain future, and widespread civil unrest, this generation desperately needed support. Instead of addressing this issue like other brands who sold merch for a cause or employed celebrities to make PSAs, we took a social first approach. We recruited Instagram and TikTok’s most followed therapists to give practical advice on real issues that young people were facing everyday and made it accessible to all. Ultimately we encouraged thousands of young people to share the struggles they carried instead of isolating.