Skills used:
- art direction
- Copywriting
- Brand Strategy
Problem:
Gen-Z, having grown up right before the death of physical media knows the power of reading. However, they still struggle with reading more because it’s hard to make the video/picture-only media consumption change due to feelings of FOMO and convenience.
Solution:
Show Gen-Z that the nuanced depth of pop culture they’re looking for exists, they just need the right narrator.
For the OOH promotion PAPER will take Gen-Z icons that represent the core subjects of the magazine; music: Ice Spice, film: Joker, and fashion: RuPaul, and turn them into QRC art with minimal context to create hysteria. The code will pull up the SMS campaign on their phone. Alternatively, viewers can text PAPER (72737) for access.
The SMS text from PAPER will preview the campaign’s intersectional interviews with Gen-Z icons that connect pop culture to the current times. By using an avenue the audience uses every day, having them read weighted content in a familiar space seamlessly brings the answer to their problems right to their fingertips.
