Many Gen Z shoppers aren’t happy that their social media algorithm manipulates their taste and purchasing habits. Brick-and-mortar chain WINNERS saw an opportunity to attract a new demographic of young shoppers who don’t want to be boxed in. So, we created #BreakYourAlgorithm—a social campaign that encouraged Gen Zers to escape their echo chamber and discover their true aesthetic offline.
From headlines that raised awareness on the algorithm, to bait-and-switch ads that showed our audience how they were being targeted, we planted the seed that e-commerce isn’t all that it’s cracked up to be. After all, why should a machine tell you who to be?
Chief Creative Officer/Creative Director: Cher Campbell
Art Director: Anton Mwewa
Copywriter: Megha Kumar
Activewear — 15s
Transitional Dressing — 15s
Fall Fashion — 15s
15-second YouTube pre-roll ads