Sincerely, LA
For the One Club’s campaign competition, Los Angeles based home builder, KB Home, asked our team to come up with an idea that shifts the surface-level perceptions young people outside of LA have of the city.
Our strategic insight revealed that Gen-Z rejects fitting-in — and instead embraces their own authentic, niche interests that draw them into communities they can share experiences with.
Which led us to our idea: Showcase the accessibility to niche subcultures and communities found in LA.
Campaign
Executions + Activation
We developed creative executions for social, out-of-home, and experiential to highlight some cultural aspects that other cities share with Los Angeles — through sports, music, and culture.
Helping our audience to bridge the gap between their own interests and the communities in Los Angeles that share them.
Also including an experiential pop-up that brings a piece of LA neighborhoods to other cities.