Jamie Baden

Advertising / Bachelor of Fine Arts (BFA)

School of Advertising

Reddit
Reddit lacks a foothold in younger Gen Z and older Gen Alpha compared to previous generations, especially during a time where human-to-human interaction is on a decline—with AI partially to blame. They’re frustrated with unhelpful or inaccurate integrations, like AI summaries taking over their search results. They feel that the quality of online life has gone down over the years. To get straight to useful results written by real people, this new generation is rediscovering the age-old trick of adding “Reddit” to the end of their search queries. This social campaign tells them we hear them, we value them, and we have the human answers they need—with a dash of absurd humor that only comes from humans being humans.

Fidelity
Gen Z is entering adult life in a world that feels like it’s on fire. Financials are one of our least favorite responsibilities to think about. Luckily, Fidelity Investments has a focus on free financial education, making those first steps easier. Gen Z just needs to be nudged in the right direction. This campaign speaks to them in a witty and humorous tone, blending responsible investment advice with references to the quirks of Gen Z’s position.