Background
Most people don’t like ads, and young people even less so. Advertisements often interrupt what we’re doing and try to sell us things we didn’t ask for. That’s why it’s essential to move away from traditional approaches and create content that people actually enjoy. To engage younger audiences, we needed to move beyond outdated methods and reach them on platforms they actually use — namely Instagram and YouTube. Typical ads don’t work in these spaces, and when brands try to mimic platform-specific content, it usually falls short. Success lies in truly understanding their interests and creating content that feels relevant and engaging.
Creative
We’ve been criticized for being lazy from the start. People have worked hard all year, faced numerous challenges, and now, finally, the brief summer has arrived. Even schools are on vacation. It’s important to let people take a break; constantly pursuing productivity and high achievement isn’t mentally healthy.
We decided to turn this criticism into a positive message to embrace with pride, something young people can relate to. To bring this to life, we teamed up with Esko Bros—innovative and bold young Estonian filmmakers. Together, we created fun and engaging content specifically designed for our target audience. The “Lazybones” concept was launched across social media during the hot Estonian summer.
DP: Toomas Tatar
Sound: Kaspar Kosk
Impact
Over 1 million views across paid media and a surge in organic social media engagement. The target audience connected with the campaign on a deeper level, seeing it as entertainment rather than just another ad to scroll past. This approach allowed us to build genuine interactions, driving impressive engagement and lasting impact.