Young people are superficial, materialistic, lazy and capricious. At least, that's what the older generation seemed to think following an online documentary we brought into circulation. Our goal, of course, was to provoke our target group big time. We used offensive quotes on video banners, social media, and radio and we dared the youngsters to prove the oldies wrong. Every proof of unselfish and considerate behavior was rewarded with festival tickets.

The indignation amongst young people was huge, and they were eager to demonstrate their abilities and willingness to engage themselves for a good cause in all manners. Afterwards, we made a second documentary about the noble initiatives. The campaign also caught a lot of attention from the press.

Some numbers:

500 festival tickets were handed out.

144.995 site visits in 3 weeks and +200% impressions on the 'challenging' banners than expected, prove that the subject was very alive amongst youngsters.