Antidote was designed to act as an enabler and facilitator. It aims to provide young people with the tools they need to pursue their passions - then to help them share these passions. Antidote is entirely led by what matters to its participants - how they choose to express themselves. As such, it's an unusual model: a major brand giving the means of content production to its consumers!Antidote also allows brands to strengthen frequency and depth of dialogue with its European target audience. By identifying and supporting young people’s passions, both brand and consumer can create collective experiences.