Clean&Clear is a foaming face wash brand for teenagers. Our challenge is how to connect with teenagers these days while their lifestyle and behavior always change. How to make them think that Clean&Clear is the brand for them.

We think a lot about it, but the problem that we’re facing is very huge, a generation gap. The idea has been generated from Gen-Y in agency, approved by Gen-B, shot by Gen-X, how on earth that we can understand Gen-Alpha or late Gen-Z?

So, we come up with the strategy “Admit it. We don’t understand teenager”.

Start by launching a film we called it “This commercial doesn’t understand you at all”, We are compiling all stuffs that most of the advertisers assuming that teenager like it, such as the TEEN slang, rap songs, colorful outfits, skateboard, etc, with a twist that the only thing that totally understands your face is Clean&Clear.