Generation Gap - Each generation defines itself in its own way – with unique values, attitudes, and styles. Yet, commercial storytelling often focuses too much on the 20 to 40 age range, leaving everyone else in the margins. Research shows that consumers are tired of this narrow perspective. This campaign set out to break that mold, shining a light on both the under-20s and over-50s - aiming to capture how they truly see themselves, in ways that feel real and relatable.

Photography by Klaus Vedfelt, Art Direction by Lauren Catten & Josie Ng