Client: Real Me
Capability: Gen Z Strategy · Hybrid Activation · Brand Endorser Recruitment

Gen Z doesn’t just look real — they live real.
This campaign redefined brand endorser recruitment by combining real-world personality with digital voice, ensuring authenticity that resonates both on campus and on screen.

The challenge was balancing traditional on-ground assessment with Gen Z’s digital-first reality.
We designed a hybrid recruitment model where credibility is proven in person, while influence and self-expression are demonstrated through social storytelling — because for Gen Z, presence and persona must align.

We transformed recruitment into a social-first, youth-coded campaign.
An online challenge and street-fashion visuals were layered onto campus activations, while in-person evaluations ensured authenticity, personality, and alignment with Real Me’s bold, smart brand DNA.

Successfully bridged brand integrity with cultural relevance.
Drove strong participation and buzz across universities and social platforms, and selected a brand endorser who wasn’t just chosen — but genuinely followed and believed by Gen Z.