A deep research & insights project for Lucozade Energy. We spent three months running focus groups, doing interviews with entrepreneurs and vox-pops. We defined a new tribe of young people - the Generators Z.
This research and strategy work led to the production of three films and a printed newspaper that was delivered to 5,000 youth culture hotspots around the UK.
The project was covered as a full page in The Sunday Times, and was in numerous mainstream media and youth culture blogs. The story was even referenced in the Tory party conference in September 2014!