THEARTHONY

Somos referencia.

This U-tad brand campaign appealed to teens that are on the verge of choosing a University and are interested in pop culture in general (such as animation, movies or video games).

It featured students (models) posing as characters from hit franchises during 2023 and trending memes on social media.

We chose these four: Dio (from JoJo's Bizarre Adventure anime), Wednesday Addams (from Netflix's Wednesday series), Jonathan Joestar (from JoJo's Bizarre Adventure anime) and Spider-Man (based on the animated movie Spider-Man: Into the Spider-Verse).

This decision was made to engage directly with Gen Z, as they have a strong connection with these characters and share a deep affection to storytelling inside their hearts. We address them directly, speaking in their language.

The key was to name it "SOMOS REFERENCIA", which translates to "We are Reference". It's a smart double-edged way to say we are referencing characters from loved franchises, while also stating that we are the model to follow, the pioneers of the entertainment industry in Spain.