Every company starts with an idea.

Ours started with a question: In a world increasingly shaped by algorithms, trends, and perfection, how do we stay human?

That question became the foundation of WeDea Studios.

The name itself reflects our philosophy. Every great project begins as an “I”dea, a personal insight, a unique perspective, a creative spark. But the strongest ideas grow when people come together. Through collaboration, discussion, and shared purpose, an “I”dea becomes a “We”dea.

Meet the Minds Behind WeDea

WeDea was founded by a diverse group of creatives who believe that communication should do more than sell. It should connect.

Martha Rusche, our Social Media Manager, brings organization, communication, and a deep understanding of digital engagement.

Alizée Moëson, our Copywriter, transforms ideas into stories through persuasive and expressive storytelling.

Ekaterina Verzilova, our Marketing Strategist, ensures that creativity is backed by research, strategy, and thoughtful decision-making.

Alessandro Wöllner, our Graphic Designer, gives visual form to our ideas through innovative and consistent design.

Sandro Tebidze, our Psychological Insights Specialist, explores the human motivations, emotions, and behaviors that shape effective communication.

Together, we form an international team united by a shared belief: people should always remain at the center of communication.

Why “Stay Human” Became Our Guiding Principle

As we developed our identity, we noticed a recurring theme in our conversations.

Technology continues to evolve at an incredible pace. Artificial intelligence generates content. Algorithms influence behavior. Social media often rewards perfection over authenticity.

We wanted to challenge that.

Our brand strategy emerged from a simple belief: people should feel empowered to make meaningful choices, embrace their individuality, and reject unrealistic standards of perfection. We chose a message that still defines us today:

Stay Human. Stay Real.

Turning Philosophy into Campaigns

Ideas only matter when they become action.

One of our earliest concepts was the CAPTCHA Campaign, inspired by the familiar online test that asks users to prove they are human. We transformed that simple interaction into a larger question: What actually makes us human? The campaign invited audiences to reflect on humanity, beauty, identity, and imperfection in an interactive and engaging way.

Rather than providing answers, we wanted to spark conversations.

Creativity as a Form of Sustainability

Another campaign explored a different challenge: fast fashion.

Instead of encouraging more consumption, we promoted crocheting and knitting as creative alternatives. The campaign encouraged young people to create their own clothing, value craftsmanship, and embrace sustainable living through self-expression.

What interested us most was not simply sustainability, rather the relationship people build with things they create themselves. Handmade pieces carry stories, memories, and personal meaning. In many ways, they reflect the same values that define WeDea.

More Than Campaigns: Creating Human Connection

One of our most meaningful projects explored themes of trust, beauty, and community through experiential communication.

Inspired by organizations that use creativity to bring people together, we developed concepts focused on participation rather than observation. Instead of speaking to audiences, we wanted audiences to speak with each other.

Because communication is at its strongest when it creates connection.

The Future of WeDea

WeDea is still growing.

We are still experimenting, learning, and discovering new ways to tell meaningful stories. Yet our mission remains unchanged.

We believe communication should empower people rather than manipulate them.

We believe creativity should encourage authenticity rather than perfection.

Most importantly, we believe that behind every successful campaign, brand, and movement are real human beings searching for connection.

From “I” to “We”

Every movement begins with one person and one idea.

But the ideas that change people rarely stay individual.

They evolve through collaboration, conversation, and community.

That is the story of WeDea.

An “I”dea that became a “We”dea.

Our agency: wedeastudios

Our members: Sandro Tebidze Alessandro Wöllner Martharusche Alizeemoeson Ekaterina Verzilova

Our Professor: Betty Tsakarestou

How an “I”dea became our WeDea: A story of an indie PR company was originally published in AD DISCOVERY — CREATIVITY Stories by ADandPRLAB on Medium, where people are continuing the conversation by highlighting and responding to this story.

How a Franco-Greek «Clique» is redefining digital advertising

By the kλík. team Eirini, Evagelia, Zoe, Agathe, Zoé & Charlotte

Course: AD Discovery and Creativity | Professor: Betty Tsakarestou

PART 1 – The story of our agency

The name behind the dot

Every agency has an origin story. Ours started with a word, or rather, three versions of the same word.

In French, clique means a close-knit team. In Greek, κλίκα carries the same meaning. And in English, a click is the sound of action, of engagement, of something snapping into place on a screen. When six women : three Greek, three French, sat down to build a digital advertising agency from scratch, that triple meaning felt less like a coincidence and more like a mission statement.

So we became kλík.

The dot matters. It’s the cursor blinking at the end of a thought, waiting for what comes next. That’s us: always at the edge of what’s possible, always about to press send.

Who we are

We are a Franco-Greek Gen Z creative digital advertising agency. Our team brings together six women from two countries, two languages, and two distinct cultural perspectives. That tension, we’ve learned, is exactly where the most interesting ideas live.

We are not a faceless studio. We are a clique in the truest sense: a group that trusts each other, challenges each other, and moves together. When one of us has an idea at midnight, the others are already in the thread.

The team:

• Eirini Dimakou

Agency Manager

Overseeing the overall direction of the agency, ensuring that every project runs smoothly from concept to delivery, while maintaining strong coordination within the team and with our clients.

• Evagelia Giouvri

Head of Strategy

Shaping the vision behind each campaign through the analysis of market insights, the definition of clear objectives, and the development of strategies that guide every decision.

• Zoe Savvani

Creative Director

Leading the development of concepts and visual identities, transforming ideas into impactful and coherent creative executions.

• Agathe Robert

Social Media Lead

Developing and managing our digital presence through content planning, platform management, and performance optimization to maximize engagement.

• Zoé Pouzineau

Public Relations Manager

Managing the agency’s image and external communications by building meaningful relationships and ensuring a consistent and impactful voice.

• Charlotte Roche

Content Creator

Bringing concepts to life through engaging visual and video content designed to capture attention and reflect each brand’s universe.

Vision, Mission & Values

Our vision is to turn every digital interaction into a physical reaction. We don’t just want followers, we want communities that genuinely klik with a brand. We want to become a leading Gen Z agency that connects cultures and builds campaigns with real meaning, not just reach.

Our mission is to create bold, engaging campaigns that connect brands to their audiences through storytelling, innovation and cultural insight. We believe in breaking generational molds, helping older generations understand and engage with Gen Z not through translation, but through genuine connection. Just a klik.

Our values:

Unfiltered Authenticity

No corporate fluff, no airbrushing. We tell the truth about brands, and we do it with style.

Phygital Excellence

We live at the intersection of the physical and digital worlds. The best campaigns don’t choose one; they bridge both.

Radical Speed

We move at the pace of the algorithm, because by the time you’ve had three approval rounds, the moment has already passed.

Collaboration

As a clique, we grow together, trust each other, and work as one.

Interculturality

We want to create a safe creative space for everyone, regardless of where they come from or what language they speak first.

Our work: three campaigns that define us

Over the course of this semester, kλík. developed three distinct campaigns for three very different clients. Each one pushed us to think differently, about audiences, about channels, about what advertising can actually do.

Campaign 01 – Tracking Bad Bunny 2.0

Location-based fan experience campaign

This campaign started with a case study that stopped us in our tracks.

In 2024, Spotify and Google Maps collaborated for the first time to promote Bad Bunny’s album Debí Tirar Más Fotos, a love letter to Puerto Rico, released in direct response to a US politician’s comment describing the island as a floating island of garbage. The campaign, created by DDB Latina Puerto Rico for Rimas Entertainment, embedded GPS coordinates in each track. Fans explored the corresponding Puerto Rican locations via Google Street View, turning passive listening into active cultural discovery.

The result: 182 million impressions without a single traditional TV ad, over $40 million in earned media value, fans engaged in a global scavenger hunt, and a Cannes Lions Grand Prix for Entertainment in Music 2025. The campaign didn’t just sell an album, it reclaimed a national narrative.

We were asked to take that idea further. To evolve it. To build Tracking Bad Bunny 2.0.

The evolution: from tracking to immersion

The original campaign was digital-first: fans explored Puerto Rico from their screens. Our version brings the experience into the physical world.

The Mechanic: an interactive global map with real-time, location-based experiences. A golden «Bunny Pin» appears via Google Maps notification at a specific GPS coordinate, a rooftop in Athens, a beach in Marseille, a plaza in Berlin.

The Travel: your phone becomes a digital compass. As you move toward the coordinate, the Spotify interface responds in real-time, using hot/cold visual cues and intensifying audio fragments to guide you closer.

The Unlock: when you reach the exact location, the Vault opens. Exclusive behind-the-scenes footage, private studio sessions, or a direct video message from Benito, content that exists only at that coordinate, in that moment.

The tagline: ¿DÓNDE ESTÁS?

«Where are you?» – Bad Bunny asks the fan, reversing the dynamic entirely. He’s not performing for you. He’s waiting for you to find him.

The tagline is bilingual (authentic to the artist), creates immediate tension, works as a push notification, a caption, and a billboard, and carries the philosophical core of the campaign: music is no longer consumed. It is experienced.

Three audience segments:

The Super Fan : Gen Z, 16 – 28, Latin American community or diaspora, already tracking Bad Bunny’s every move, high willingness to travel. The core engine.

The Casual Listener : 22 – 35, culturally curious, discovers the campaign through social buzz. The growth target.

The Culture Observer : journalists, content creators, music industry insiders who amplify the story without necessarily participating. The multiplier.

Campaign goals: drive physical fan engagement, boost Spotify streams through location-triggered listening spikes, generate global UGC and earned media, and collect first-party geo-data to inform future campaign rollout.

The competitive edge: Taylor Swift’s Easter eggs are digital puzzles. Drake’s surprise drops have no physical dimension. Travis Scott’s metaverse experiences keep fans at home. Tracking Bad Bunny 2.0 is the only campaign that merges streaming data + real-world GPS + exclusive content into a single, seamless fan experience.

What we learned: the future of fan engagement is not more content. It’s content you have to earn, by moving, by exploring, by showing up. Proximity becomes the ultimate reward.

Campaign 02 – Carry the change

Influencer campaign for a zero-waste lifestyle

Single-use plastic is embedded in everyday urban life. Coffee cups on the way to class, plastic bags at the supermarket, food packaging that lasts longer than the lunch it held. Gen Z is aware of the problem but awareness without a practical, aesthetically appealing entry point rarely changes behavior.

Our answer was #CarryTheChange: an influencer-driven campaign built around the viral «What’s in my bag?» format, reimagined as a sustainability statement. The idea was simple: show your reusable items, make it look good, and inspire others to do the same. Not guilt. Not lectures. Just: this is what I carry, and it matters.

The problem we identified: convenience is the biggest barrier to sustainable behavior. People don’t forget their values at the supermarket, they forget their tote bag. Our campaign had to make the swap feel easy, aesthetic and aspirational, not like a sacrifice.

Target audience: Gen Z (18 – 30), living in European cities, primarily Athens and Paris, active on social media and influenced by lifestyle trends.

Our influencers:

@the_luciole – A French marine biologist and content creator with 492K followers, who uses her platform to raise awareness about ocean conservation and plastic reduction. Authentic, science-backed, deeply credible.

@mairiboo (Mary Synatsaki) – A Greek entrepreneur and lifestyle influencer with 809K followers, who makes sustainable living feel modern, stylish and genuinely attainable. She promotes natural fabrics, conscious consumption and reusable habits. Not as sacrifice, but as identity.

Campaign goals:

Raise awareness: show Gen Z Europeans how much single-use plastic is already in their daily routine

Inspire action: make reusable swaps feel like a lifestyle upgrade, not an obligation

Build a movement: grow #CarryTheChange into a pan-European viral challenge driven by user-generated content

Tone of voice: warm, relatable, empowering. Never guilt-tripping. The core message: small actions → real change.

The campaign also included a short original video – a visual contrast between single-use waste and the simple reusable alternatives that fit in any bag.

What we learned: sustainability content performs best when it doesn’t feel like sustainability content. When the message is embedded in a format people already love. A «what’s in my bag» reveal, a morning routine, an aesthetic flat lay: the barrier to engagement drops dramatically. The cause becomes the lifestyle.

Campaign 03 – «The Floor Is Yours»

PR Campaign Strategy for Le Bon Marché, Paris

Le Bon Marché is not just a department store. Founded in 1838 in the 7th arrondissement of Paris, it is the world’s first modern department store, and for over three decades has been home to one of the most ambitious art programs in retail, the Carte Blanche collection, which invites international artists to take over its spaces entirely.

Our brief: position Le Bon Marché as a cultural force in a city and a moment defined by fragmentation and distrust.

The context we worked from: the 2026 Edelman Trust Barometer tells a sobering story. 70% of people are unwilling to trust someone with different values or backgrounds. Only 32% believe the next generation will live better than today. And yet, 73% trust brands more when they authentically reflect their culture. Culturally engaged brands are among the only institutions still capable of uniting people across divides.

That’s not a problem for Le Bon Marché. That’s a brief.

Our campaign: «The Floor Is Yours – Art for Every Circle»

The mission: position Le Bon Marché as Paris’s living cultural crossroads, a neutral space where art dismantles social silos and builds shared optimism across generations, cultures and backgrounds.

Four message pillars:

Open the Floor – Free entry to all exhibitions. The store as a living public gallery, not a luxury fortress.

Art Translates – Every curated artist carries universal themes that transcend social divisions. Art doesn’t require a shared language.

Rooted in Paris – A historical anchor since 1838 that no newly created institution can replicate. The legitimacy of time.

Optimism by Design – A physical space to experience possible futures, without imposing values.

Key activations:

Open Night : One Thursday per month, free entry from 9pm. Live DJ sets, flash curatorial tours, signature cocktails. Target: Gen Z and cultural tourists. The goal: dismantle the «intimidating luxury» barrier.

Windows in 6 Languages : The iconic Rive Gauche windows displaying artist quotes in French, English, Greek, Arabic and Portuguese, each in its native typography. A major inclusion signal for international communities and a global press pickup waiting to happen.

Art Without Borders : Subsidized and free curated visits for marginalized groups, in partnership with suburban schools, youth associations and refugee support organizations. An authentic CSR story, not a press release.

My Circle, My Art : Six content creators from six completely different backgrounds, with no corporate scripts and total creative freedom to share their authentic journey via TikTok and Reels. The result: organic Gen Z trust and cross-cultural resonance.

What we learned: the most powerful PR doesn’t announce a brand’s values, it creates the conditions for those values to be experienced. «The Floor Is Yours» works because it doesn’t claim Le Bon Marché is inclusive. It opens the door and steps aside.

PART 2 – The final campaign: «The Floor Is Yours»

For our final PR campaign, kλík. chose to go deep on Le Bon Marché, because the brief felt urgent.

We are living through a moment of profound cultural fragmentation. Institutions that once served as common ground are fracturing. Trust is eroding. And brands are being asked, more than ever before, to hold space for conversations that politics and media can no longer sustain.

Le Bon Marché has been doing this since before most of our grandparents were born. Our job was not to invent something new for them, it was to make visible what already exists, and give it a voice and a strategy.

The trust crisis: why this moment matters

The 2026 Edelman Trust Barometer data is striking. Seven in ten people say they are unwilling to trust someone with different values or background. Less than a third believe the future will be better than the present. And yet nearly three-quarters of consumers trust brands more when they authentically reflect their culture.

Culturally engaged brands are, right now, among the only institutions capable of bridging the divides opening up across European society. That is an extraordinary responsibility and for a brand with Le Bon Marché’s history, resources and curatorial credibility, it is also an extraordinary opportunity.

The Campaign Architecture

«The Floor Is Yours» operates across four levels simultaneously:

At the local Paris level, it targets 7th arrondissement residents, Parisian Gen Z as a priority audience, cultural institutions like Pompidou and Orsay, local press including Le Monde and Libération, and neighborhood associations who are the actual connective tissue of Parisian civic life.

At the international level, the campaign speaks to cultural tourists, luxury consumers from Asia, the Americas and the Middle East, international press, the global art world, and diplomatic networks including UNESCO.

The four activations : Open Night, Windows in 6 Languages, Art Without Borders, and My Circle My Art are designed to work together as a system. Open Night creates the habit. The windows create the conversation. Art Without Borders creates the credibility. My Circle My Art creates the reach.

The Digital-PR Layer

The campaign’s digital PR strategy centers on organic content creation rather than paid promotion. Six creators, six circles, zero scripts. Their job is not to promote Le Bon Marché, it’s to show their community what it felt like to be inside it.

This distinction matters enormously to Gen Z audiences, who are highly sensitive to inauthenticity and highly loyal to creators who don’t sell them things dressed up as experiences. By removing the corporate script, we remove the defensive barrier and what’s left is genuine reaction.

Why this campaign works

Le Bon Marché did not wait for the trust crisis to engage with art and culture. The Carte Blanche program is over a decade old. The art collection stretches back more than thirty years. The institution already is what our campaign claims it to be.

Our contribution is the strategy: to make that truth legible, accessible, and emotionally resonant for audiences who may never have had a reason to walk through those doors before. The floor has always been open. Our campaign just makes sure everyone knows it’s theirs.

Connect with us

kλík. is a Franco-Greek Gen Z digital advertising agency.

Instagram: @klik.with.us https://www.instagram.com/klik.with.us?igsh=MTRpMzhhZHdkZXZwNw==

TikTok: @klik.with.us. https://www.tiktok.com/@klik.with.us?_r=1&_t=ZN-978EtpChz5a

Site : https://klikagency.tilda.ws/

Email : klikwithus.agency@gmail.com

A special thank you to our professor, Betty Tsakarestou, for creating the space to think boldly, work across cultures, and discover what happens when a clique decides to make something real.

kλík– Because every great campaign starts with a click.

kλík. was originally published in AD DISCOVERY — CREATIVITY Stories by ADandPRLAB on Medium, where people are continuing the conversation by highlighting and responding to this story.

That belief is what brought Powder Agents together.

Powder Agents was created by a group of students with different perspectives but a shared passion for creativity, communication, and meaningful storytelling. As we began working on campaigns and exploring the world of advertising, we quickly discovered that our strongest ideas emerged when we looked beyond products and focused on people.

Rather than simply creating messages, we wanted to create conversations. We wanted to explore how communication can encourage positive change, challenge stereotypes, and bring communities together. Over time, this philosophy became the foundation of our work and the driving force behind every campaign we create.

Finding Meaning Through Creativity

Every project we have developed reflects a different aspect of what we value as a team.

One of our campaigns explored sustainability through pottery and ceramics, encouraging people to rethink everyday habits and consider more environmentally conscious alternatives. The project was not only about reducing plastic waste, it was also about reconnecting with creativity, craftsmanship, and activities that bring people together away from screens. By promoting pottery as both an eco-friendly and enjoyable hobby, we aimed to show that even small changes in daily life can contribute to a more sustainable future.

Another campaign focused on older women and the way beauty is represented in modern media. In a world where aging is often hidden, filtered, or portrayed negatively, we wanted to celebrate experience, confidence, and authenticity. Our goal was simple: remind people that beauty does not disappear with age, rather evolves with it. Through this campaign, we sought to give visibility to a group that is too often overlooked and to challenge the idea that beauty belongs only to youth.

More recently, we developed a public relations strategy for Fondazione Louis Vuitton in Paris. The project challenged us to think about culture, trust, and inclusion on a larger scale. We explored how art can become a universal language capable of connecting people from different backgrounds, experiences, and communities. By imagining the institution as a bridge rather than a barrier, we aimed to create a vision of culture that is welcoming, accessible, and meaningful to everyone.

Although these projects addressed different topics, they shared a common purpose. Each one focused on creating understanding, empathy, and meaningful human connection. Whether through sustainability, beauty, or culture, our work consistently seeks to bring people closer together.

The People Behind Powder Agents

Behind every idea, campaign, and presentation is a team of individuals who bring their own strengths and perspectives to the creative process.

Mikaela is the team’s bridge between brands and audiences. She excels at building meaningful influencer connections that help campaigns reach people in authentic and engaging ways. Her creativity, communication skills, and ability to identify emerging trends ensure that Powder Agents stays innovative and connected to contemporary culture.

Aida brings people together. Whether communicating with clients, collaborating with teammates, or navigating new challenges, she approaches every project with clarity, trust, and professionalism. Her adaptability and supportive nature help create an environment where ideas can grow and teamwork can thrive.

Andriana is the team’s strategist and organizer. With a talent for problem-solving and a strong sense of responsibility, she ensures that projects remain structured and focused from beginning to end. Her reliability, punctuality, and strategic thinking help transform creative concepts into successful outcomes.

While each member contributes something unique, our greatest strength comes from working together. Different skills, perspectives, and ideas allow us to approach challenges creatively and develop campaigns that are both thoughtful and impactful.

Contact Details

Powder Agents is available to everyone through means of Instagram, TikTok, LinkedIn, Gmail and our website.

Instagram: @powderagents

TikTok: @powder.agents

LinkedIn: Powder Agents

Gmail: powderagents1@gmail.com

Website: powderagents.tilda.ws

Looking Forward

The name Powder Agents represents something important to us. Powder may seem small and light, but even the smallest particles can travel great distances and leave a lasting mark. We see ideas in the same way.

A single idea can start a discussion. A discussion can change perceptions. And changed perceptions can create meaningful change.

We know that we are only at the beginning of our journey. There are more campaigns to build, more challenges to tackle, and more stories waiting to be told. But that is exactly what excites us.

Powder Agents is not defined by where we are today. It is defined by where we are willing to go.

As future professionals in advertising and public relations, we hope to continue creating work that is not only creative, but also purposeful. We want our campaigns to do more than attract attention. We want them to inspire conversations, challenge assumptions, and create connections between people.

Because at the heart of every successful campaign is a simple idea: communication matters most when it brings people together.

And that is the story of Powder Agents.

Our members: andriana armaka Aida Ruko Mikela Salias

Our agency: PowderAgents

Professor: Betty Tsakarestou

Powder Agents: Small Team, Big Purpose was originally published in AD DISCOVERY — CREATIVITY Stories by ADandPRLAB on Medium, where people are continuing the conversation by highlighting and responding to this story.

Where ideas bloom and brands grow wise

We are adwise agency, an agency that is guided from Gen Z , with authentic blooming ideas. These ideas(related to advertising and public relations) are aimed to help brands connect authentically with young generations through creative storytelling and smart digital strategies.

Our values are very clear: to stand by every client, to be trustworthy and reliable, and to provide fresh ideas that will make a difference and stand out.Our first project, which was developed primarily on a theoretical level, was an analysis of the Vaseline campaign that won an award at the Cannes Lions International Festival of Creativity by Ogilvy. We chose this campaign because it is a great example of how a traditional brand can remain relevant in today’s digital world.

The campaign addressed a common problem on TikTok, where users were sharing thousands of Vaseline hacks and beauty tips. Many of these hacks were untested and sometimes unsafe. Instead of ignoring the trend, Vaseline joined the conversation by testing the most popular hacks with experts and labeling them as “Verified” or “Not Verified.”

The campaign was implemented through TikTok content, collaborations with creators, and educational videos that combined entertainment with scientific credibility. Its target audience was mainly Gen Z users, skincare enthusiasts, and digital consumers worldwide.

The results were very positive. The campaign generated high engagement, increased trust in the brand, strengthened its credibility, and helped Vaseline connect with younger audiences. It successfully transformed user-generated content into a trustworthy source of information.

In conclusion, we believe this campaign was successful because it listened to the audience, addressed a real problem, and built trust rather than simply promoting a product. It shows that modern Digital PR is most effective when brands participate in conversations and provide value to their communities.

For our second project, we made our theoretical campaign , the “Vaseline Co-Verified Campaign”which was developed as an expansion of the brand’s Cannes Lions “Verified” concept, transforming audiences from passive viewers into active participants.

Instead of simply presenting pre-tested content, consumers would vote on trending skincare hacks they wanted verified, while Vaseline would test them in real time through TikTok streams, videos, and social content, openly sharing both successful and failed results. The campaign was built around transparency, scientific proof, and community engagement, using platform-specific content such as TikTok trend tests, Instagram visual proof posters, and YouTube deep-dive experiments.

As a result, the strategy aimed to deepen trust in Vaseline by demonstrating real-life product effectiveness, increase awareness among younger skincare users aged 18–35, and strengthen engagement by creating a community-driven verification process. The campaign’s core message, “Tested. Proven. Verified.”, positioned Vaseline as the brand that does not follow trends,it tests them with its audience.

Moreover, we took a step further and created our own small campaign called “Thr!ft Happens”. This campaign created to promote thrifting as a sustainable alternative to fast fashion among young consumers. The campaign was developed in response to the growing environmental impact of the fashion industry, including textile waste, water and microplastic pollution, excessive consumption, and high carbon emissions.

Our vision is to encourage young audiences to embrace sustainable and creative lifestyle choices without compromising their personal style. To achieve this, we designed a campaign with a friendly, playful, relatable and intimate voice that resonates with Generation Z and young adults. Through collaborations with thrift shop owners of handpicked cheries and aura vintage , as well with the influencer Sofia Zarifopoulos ,who actively support second-hand fashion, we aim to demonstrate that thrifting can be fashionable, affordable, and environmentally responsible.

Our final project was about building a campaign for Luxury brands cultural foundation in order to build trust and make cultural leading. As a team, we focused on Fondazione Prada’s role as a cultural connector, not only as a prestigious art institution.

We developed the campaign “Future Cultures: Connecting Communities Through Art” because we wanted to bring different communities together through contemporary art, public discussions, workshops, digital storytelling, and shared cultural experiences.

The idea was to make people feel represented, included, and emotionally connected. We wanted the audience not only to observe art, but to participate, share stories, exchange perspectives, and feel that they belong to a wider community.

Partnerships were also central to our campaign. By collaborating with universities, museums, local cultural organizations, and young artists, Fondazione Prada can create multidisciplinary spaces where different voices, ideas, and generations meet.

Through the involvement of residents of Milan, students, artists, cultural institutions, and local communities, the campaign aims to strengthen Fondazione Prada’s connection with Milan while expanding its role internationally as a socially relevant cultural institution. Ultimately, our idea was that art can become a meeting point where people reconnect, understand each other, and rebuild trust.

MEET ADWISE AGENCY was originally published in AD DISCOVERY — CREATIVITY Stories by ADandPRLAB on Medium, where people are continuing the conversation by highlighting and responding to this story.

Written by:

Aitana Hurtado Montesinos (al435676@uji.es)

Carmen Gil(al435923@uji.es),

Iñigo Cuevas Ramos(id00831824@usal.es)

Proffesor: Betty Tsakarestou

What happens when you combine Gen Z intuition with immersive tech? You get more than just views — you get a movement. At Z-Pulse Agency, we don’t just watch trends happen; we decode them. From rewriting the narrative around complex health stigmas to redefining how our generation travels, here is a look inside our journey, our ethos, and our latest digital PR campaign: “Beyond the Postcard.”

Part 1: The Story of Our Digital Agency

Agency Introduction

We are Z-Pulse Agency, a Digital & Immersive Media Boutique led by Gen Z student founders. Our purpose is to decode real-time trends to build authentic bridges between global brands and elusive audiences. Our identity motto is “The pulse of the generation.”

Meet the Team

Our co-founding team is structured around specific roles in coordination, creativity, and digital strategy:

• Managing Director & Coordinator: Carmen Gil — Responsible for strategic vision, meeting deadlines, and serving as the primary account liaison.

• Creative Director & Copywriter: Aitana Hurtado — In charge of the narrative, disruptive ideas, and creative copywriting.

• Digital PR & Social Media Manager: Luz — Manager of digital public relations and social media platform strategy.

• Tech & Immersive Innovation Lead: Balma — Leader in integrating new technologies and interactive solutions.

Mission and Vision

Mission: To decode real-time trends to build authentic bridges between global brands and elusive audiences. We aim to lead immersive and ethical advertising by 2030, transforming commercial content into added value.

Vision: To specialize in the Creator Economy, Transmedia Storytelling, and the use of Artificial Intelligence (AI) for content personalization.

Core Values

Our work culture is guided by three fundamental pillars:

• Radical Authenticity: We reject empty corporate rhetoric. We believe in the truth over the algorithm.

• Pulse Agility: The ability to respond to viral trends in under 24 hours.

• Immersive Innovation: The integration of Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI) into every campaign.

Services and Specialization

We focus on developing strategies within today’s digital ecosystem:

• Creator Economy

• Transmedia Storytelling

• AI for content personalization

Completed Projects (Case Analysis & Strategic Evolution)

As part of our track record, we worked on the analysis and strategic evolution of the 2025 Cannes Lions Grand Prix for Good winning case: “The Best Place in the World to Have Herpes”, originally developed for the New Zealand Herpes Foundation (NZHF).

Our contribution and strategic approach for the brand’s evolution heading into 2026 includes:

• Evolution of Tone: Transitioning from a “disruptive comedian” to an “honest provocateur”, utilizing a bold, sincere, irreverent, and educational personality that speaks directly in the first person.

• Strategic Objective 2026: To make 40% of the target audience feel comfortable disclosing their diagnosis on a first date, transforming the stigma into a “normalized indifference”.

• Technological and Content Deployment:

◦ “Henry-Bot”: An interactive conversational AI featuring the voice and dry humor of Sir Graham Henry. Activated via QR codes, it addresses sexual health questions without the fear of human judgment.

◦ Immersive AR Filter: An interactive filter that uses voice analysis to detect a tense atmosphere and drops comical icebreaker phrases.

◦ “The Un-Gatekeep Series”: A TikTok/Reels strategy based on short-form videos with fast transitions and polished aesthetics where content creators naturally open up about their diagnoses.

Website and Social Media

We have built our supporting digital ecosystem to reflect our corporate identity:

• Website on Tilda (TILDA WEB): Our official interactive platform featuring our About Us, Mission, Vision, Values, and project mock-ups. https://z-pulseagency.tilda.ws/

• Instagram (@ zpulseagency): The agency’s official profile, including our logo, formal introduction, supporting ecosystem posts, and strategic copy aligned with our 2026 goals.

• LinkedIn: Our corporate channel oriented toward connecting with brands and broadcasting our innovation goals in the advertising market. (12) Z-Pulse Agency: Resumen | LinkedIn

. . .

Part 2: The Story of the Final Digital PR Campaign

Campaign Overview and Objectives

We developed a campaign titled “BEYOND THE POSTCARD.” Our research identified that modern tourism is heavily influenced by social media. This has fostered a style of travel focused solely on superficial content creation rather than genuine cultural understanding, leading to overtourism, disrespectful behavior, loss of cultural identity, and damage to local communities.

• Main Objective: To promote sustainable travel options and a more conscious way of traveling among Gen Z in Europe.

• Specific Objectives:

◦ Foster respect for local cultures and traditions.

◦ Support local businesses and economies.

◦ Avoid and raise awareness about the impacts of mass tourism behaviors.

◦ Build real connections with local people.

◦ Prioritize authentic experiences over tourism driven purely by social media dynamics.

Target Audience

The campaign was specifically aimed at Generation Z (young adults aged 18 to 27) in Europe, subdivided into:

• Students and Erasmus program participants.

• Backpackers.

• Young travelers who are highly active on social media.

• Focus countries: Spain, Italy, Greece, and Portugal.

Strategy Executed

• Strategic Influencer Selection: We collaborated with Spanish travel influencer and backpacker Àlex Ginés (@alexginess) during her trip through Southeast Asia. She was chosen for her promotion of authentic, low-budget travel, her sharing of genuine cultural experiences, and her high level of trust within the Gen Z community.

• Realistic Narrative Approach: Contrasting a genuine backpacking lifestyle against the pursuit of simple, mass-driven viral photos.

Content Creation and Platforms

The campaign was distributed across our audience’s native platforms: TikTok and Instagram.

Key Messages:

• “Travel to connect, not just to consume.”

• “Respect the culture of the places you visit.”

Results

• High Organic Reach: The campaign’s short-form videos on mobile platforms saw major engagement and view peaks, recording standout metrics of 393.0K and 545.6K views, alongside 12.7K and 20.8K interactions on key posts.

• Community Conversion: The campaign received a highly positive reception from young European travelers, validating Gen Z’s growing interest in meaningful travel experiences with a positive local impact.

Key Takeaways

• Direct, first-person content builds an immediate bond of trust with youth audiences who reject conventional mass advertising.

• Complex social issues (like the impact of mass tourism) are tackled more efficiently through the Creator Economy, utilizing real stories in high-retention vertical formats.

• Aligning agency values (Radical Authenticity and Innovation) with tangible social causes allows for a solid brand positioning in today’s Digital PR landscape.

. . .

Let’s Keep the Pulse Going ⚡

What are your thoughts on the future of sustainable travel and the Creator Economy? Let’s connect in the comments below or reach out via our LinkedIn and Instagram. Don’t forget to clap 👏 if you enjoyed the read!

Z-Pulse Agency: The Pulse of the Generation and Our “Beyond the Postcard” Campaign was originally published in AD DISCOVERY — CREATIVITY Stories by ADandPRLAB on Medium, where people are continuing the conversation by highlighting and responding to this story.

By Evangelia Bimpiri, Ariadni Gatsoni, Eirilena Kefaloniti, Elektra Mehili, Sylvia Nikoletsopoulou & Orestis Charalampidis

THE STORY OF OUR DIGITAL STARTUP: VELVÉRA AGENCY

A New Era of Beauty Communication

In today’s digital world, communication is no longer about simply promoting products. Audiences seek authenticity, meaningful experiences, and brands that align with their values. Inspired by this reality, we created VELVÉRA Agency, a Gen Z-focused Digital PR and Creative Communications Agency that combines beauty, fashion, culture, and strategic storytelling.

VELVÉRA is more than a university project. It represents our shared vision of a modern agency capable of creating communication that inspires, engages, and connects audiences with brands in meaningful ways.

The name VELVÉRA combines the word Velvet, symbolizing elegance, luxury and sophistication, with Era, representing a new generation of communication and digital culture. Together, these elements reflect our philosophy:

A new era where beauty meets strategy, authenticity and culture.

Our Mission

Our mission is to help brands build meaningful relationships with their audiences through innovative Digital PR, influencer marketing, content creation and strategic storytelling.

We believe that successful communication is built on trust, authenticity and participation. Rather than simply speaking to audiences, we aim to create conversations that allow people to feel involved and connected.

Our Vision

Our vision is to become a next-generation digital agency that transforms beauty, fashion and culture into powerful communication experiences.

We aspire to create campaigns that:

• Build trust
• Inspire participation
• Strengthen communities
• Encourage creativity
• Generate cultural relevance

Our Values

Authenticity

We believe genuine communication creates stronger relationships than traditional advertising.

Creativity

Innovation and fresh ideas are at the heart of every campaign we create.

Inclusivity

We support representation, diversity and participation in all forms of communication.

Strategic Thinking

Every creative idea must be supported by strong research and communication objectives.

Cultural Relevance

We closely follow digital trends, audience behaviors and cultural conversations.

Meet The Team

Evangelia Bimpiri

Agency Director

Responsible for agency leadership, project coordination, strategic supervision and final decision-making.

Ariadni Gatsoni

Creative Content Lead

Develops creative concepts, visual storytelling and content strategies.

Eirilena Kefaloniti

Influencer & Talent Lead

Manages creator partnerships, influencer collaborations and talent relations.

Elektra Mehili

Strategy & Insights Lead

Responsible for audience research, campaign planning and performance evaluation.

Sylvia Nikoletsopoulou

PR & Media Lead

Designs Public Relations strategies, media outreach plans and communication messaging.

Orestis Charalampidis

Digital Innovation & Campaign Development Lead

Responsible for digital campaign development, creative technology integration, platform innovation and supporting the execution of strategic communication projects.

Together, we combine creativity, communication theory, digital innovation and strategic thinking to create campaigns that generate visibility, engagement and meaningful impact.

Our Services

VELVÉRA Agency provides integrated communication services including:

Digital Public Relations

• Media relations
• Press outreach
• Reputation management
• Event publicity

Influencer Marketing

• Creator collaborations
• Influencer campaigns
• Brand partnerships
• Community building

Content Creation

• Social media content
• Video production
• Creative storytelling
• Visual branding

Communication Strategy

• Audience research
• Brand positioning
• Campaign planning
• Performance analysis

Our approach combines the strategic thinking of Public Relations with the creativity of modern digital storytelling. Whether working with beauty brands, cultural institutions or social-impact campaigns, we aim to create communication that inspires participation rather than passive consumption.

Our Digital Presence

Website

VELVÉRA Agency Website⁠

https://velveraagency.tilda.ws/page137293833.html

Our website showcases our identity, services, projects and creative vision. It serves as the central hub of our agency and reflects our modern aesthetic and communication philosophy.

Instagram

VELVÉRA Agency Instagram⁠

https://www.instagram.com/velv_eraagency?igsh=MWk1eHY5c250bnp2OA==

Our Instagram profile focuses on:

• Agency branding
• Creative content
• Campaign concepts
• Beauty communication
• Digital storytelling

Through visually-driven content we showcase our creative identity while engaging with contemporary digital culture.

TikTok

VELVÉRA Agency TikTok⁠

https://www.tiktok.com/@velv_eraagancy?_r=1&_t=ZN-96xbnWc5sk

TikTok allows us to connect directly with Gen Z audiences through:

• Short-form videos
• Campaign storytelling
• Trend participation
• Creative communication
• Audience interaction

Our Projects

Throughout the semester, VELVÉRA Agency developed multiple communication campaigns that allowed us to apply advertising and public relations theories in real-world scenarios.

Dove — Real Beauty

One of the campaigns that inspired our agency the most was Dove’s award-winning Real Beauty campaign.

The campaign challenged unrealistic beauty standards and promoted authenticity, inclusivity and self-confidence among women worldwide. Instead of focusing on idealized images, Dove celebrated real people and real stories.

This campaign became a major source of inspiration for VELVÉRA because it demonstrated how beauty communication can create social impact while maintaining strong brand relevance.

What We Learned From Dove

• Authenticity creates trust.
• Purpose-driven communication creates impact.
• Emotional storytelling strengthens audience relationships.
• Long-term values build stronger brands.

The Dove case study shaped many of the values that define our agency today.

NYX — Wear Change With NYX

Our sustainability campaign focused on one of the most important challenges facing the fashion industry today: fast fashion.

The campaign introduced NYX, an AI-generated virtual influencer created to encourage Gen Z audiences to adopt more sustainable fashion habits. Through educational content, social media storytelling and digital engagement, NYX promoted responsible consumption and environmental awareness.

Campaign Objectives

• Raise awareness about fast fashion
• Promote sustainable fashion choices
• Encourage second-hand shopping
• Support slow fashion culture
• Inspire behavioral change

Campaign Message

“Wear Change. Wear Responsibility.”

The campaign utilized Instagram and TikTok to create engaging educational content while positioning sustainability as both accessible and fashionable.

THE STORY OF OUR FINAL DIGITAL PR CAMPAIGN

FONDAZIONE PRADA — COMMON GROUND

For our final Digital PR Campaign, VELVÉRA Agency developed a strategic communication proposal for Fondazione Prada, one of Europe’s most influential cultural institutions.

Fondazione Prada combines art, fashion, architecture, cinema and culture, making it an ideal organization for a campaign focused on creativity, participation and trust-building.

The Challenge

Modern society is experiencing increasing levels of social fragmentation, digital fatigue and declining trust in institutions.

At the same time, younger audiences seek authenticity, belonging and meaningful experiences.

Many luxury cultural institutions risk appearing exclusive, inaccessible and disconnected from younger generations. This communication challenge became the starting point of our campaign.

Strategic Insight

Our research led us to one central insight:

People trust institutions when they feel included in them.

Rather than treating audiences as passive observers, we wanted to transform them into active participants.

This became the foundation of our campaign strategy.

Campaign Concept:

COMMON GROUND

The campaign title, COMMON GROUND, reflects our central idea:

In a divided world, art becomes a shared language.

We proposed transforming Fondazione Prada from a traditional exhibition space into an interactive cultural experience where visitors actively participate in the creation of meaning.

Campaign Objectives

The campaign aimed to:

• Strengthen Fondazione Prada’s reputation
• Increase Gen Z participation
• Build emotional connections with audiences
• Increase digital engagement
• Generate audience-created content
• Position Fondazione Prada as a trusted cultural connector

Target Audience

Primary Audience

• Gen Z creatives
• Fashion students
• Art students
• Digital creators
• Young cultural travelers

Secondary Audience

• Art journalists
• Fashion media
• Luxury consumers
• Global creative communities

These audiences value creativity, authenticity and participation.

Main Activation:

COMMON GROUND EXPERIENCE

At the center of the campaign is a multi-day cultural event in Milan.

The experience includes:

• Immersive installations
• Live performances
• Creative workshops
• Audience participation spaces
• Fashion and art discussions

Visitors become active contributors rather than passive spectators.

Digital PR Strategy

To extend the experience beyond the physical event, the campaign uses Instagram and TikTok to share:

• Behind-the-scenes content
• Artist interviews
• Creator storytelling
• Documentary-style reels
• User-generated content

Official Hashtag:

#CommonGroundPrada

The goal is to transform audiences into active participants in the cultural conversation.

Media Relations & Influencer Strategy

The campaign includes outreach to major cultural and fashion media such as:

• Vogue
• Dazed
• i-D
• Wallpaper*
• Business of Fashion

Alongside collaborations with:

• Art influencers
• Fashion creators
• Cultural TikTok creators
• Universities
• Art schools
• Milan creative communities

This integrated strategy maximizes both visibility and engagement.

Building Trust Through Participation

Unlike traditional campaigns that focus solely on awareness, COMMON GROUND focuses on creating trust.

The campaign promotes:

• Inclusivity
• Participation
• Emotional connection
• Cultural dialogue

Through these elements, Fondazione Prada becomes more accessible, relatable and culturally relevant.

Measuring Success

Success would be evaluated through:

Media Impact

• PR mentions
• Press coverage
• Cultural media visibility

Digital Engagement

• Hashtag performance
• TikTok engagement
• Instagram engagement
• User-generated content

Audience Trust

• Event participation
• Audience feedback
• Sentiment analysis

These indicators allow us to measure both visibility and relationship-building outcomes.

VELVÉRA Agency was created from a shared passion for communication, creativity and digital culture. Through projects such as Dove Real Beauty, NYX and Fondazione Prada, we explored how Public Relations can create meaningful connections between brands, institutions and audiences.

Our final campaign, COMMON GROUND, reflects everything our agency stands for: participation, authenticity, cultural relevance and strategic communication.

As future communication professionals, we believe the strongest campaigns are not those that speak the loudest, but those that create genuine dialogue and lasting impact.

“The future of luxury is not exclusivity. It is connection.”

And that belief perfectly represents the philosophy of VELVÉRA Agency.

VELVÉRA Agency
Where Beauty Becomes Strategy and Strategy Becomes Culture. ✨

Team Members

Evangelia Bimpiri @evabibiri

Orestis Charalampidis Orestis Nikolaos Charalampidis
Ariadni Gatsoni Gatsonisar
Eirilena Kefaloniti Eirikef
Elektra Mehili Elektra Mehili

Sylvia Nikoletsopoulou Σύλβια Νικολετσοπούλου

Instructor: Betty Tsakarestou

VELVÉRA AGENCY was originally published in AD DISCOVERY — CREATIVITY Stories by ADandPRLAB on Medium, where people are continuing the conversation by highlighting and responding to this story.

“Bringing local stories to the spotlight”

Our agency started as a creative university project in the Introduction to Advertising and Public Relations course at Panteion University. As a team we noticed that local businesses in our country have each a different, yet interesting story to tell, but they don’t get the visibility they should because of the current situation of our society.

~

That’s when our GenZ agency begun to come to life. We believe that every neighborhood is full of hidden gems waiting to be discovered. Through creative content, fresh ideas, and meaningful storytelling, we help local brands showcase who they are and reach the audiences that matter most.

For us, being local is more than just a location.

Our vision & goal

To empower local businesses by giving them the digital visibility and creative storytelling they deserve.

We aim to create innovative digital campaigns, social media strategies and authentic content and achieve a connection between local brands and modern audiences.

Our most important goal though, is to preserve the company’s distinctive character as we move forward to the next venture

Our values

{Creativity | Authenticity | Community Support | Innovation | Collaboration}

Meet the team

~ Virginia Spyraki_Creative Director ~

Responsible for campaign ideas, branding and creative direction. She develops innovative concepts that help local brands stand out.

~ Maya Barbari_Social Media Strategist ~

Designs social media strategies and manages audience engagement across digital platforms.

~ Danae Baka_Content Creator ~

Creates visual content including videos, photos and digital storytelling to promote local businesses.

~ Migerta Zika_PR & Client Manager ~

Manages client relationships, communication and coordinates the team to ensure smooth project execution.

Our Projects

~ The Locals x Dove

“Real Beauty Redefined for the AI era”

~ Context

The increase of AI-generated content and the unrealistic beauty standards, lead us to finding a way to protect authenticity and influence people to not being afraid to show their real selves. This campaign couldn’t be more suitable for a company like Dove.

~ Key Message

Redefine Beauty before AI defines it

~ Execution

Our ideas of achieving such a project were :

Building AI-influencing tools

Real content promotion

Pinterest Partnership

User Participation Trend

~ The Loop

“The infinitive closet movement”

~The video of the campaign

https://drive.google.com/file/d/1uY_BE15k5iHLgrYOYjDLcAIFDmOzfSf3/view

~ Our belief is that fashion shouldn’t have an expiration date. We trust in timeless cloth pieces and don’t support the waste of fast-fashion. In order to promote sustainability we created the Loop, a peer-to-peer sharing ecosystem that turns the city of Athens into one giant, shared closet.

~ The goal

To stop the cycle of buy-wear-toss and start the cycle of share-wear-repeat. That can also have a big impact on waste reduction and water savings.

~ How

\ By collaborating with local brands that share our vision

\ By introducing contactless swap points in partner boutiques like No Thinkin

\ By organizing Pop-up Archives, physical events where the community can experience the craftsmanship of Envreta and the instinctual colors of White Boutiques

\ By organizing workshops on garment care and the “Open Conversation” model to ensure fashion stays ethical and transparent

~ PR Strategy for Fondazione Prada

“Common Ground”

~ Brief

For our last project we were assigned to organize the PR strategy for a luxury brand. We decided to pick Fondazione Prada in Milan.

Our project highlights Milan’s creative ecosystem and the often-unseen network of local makers, artisans, and entrepreneurs who shape its cultural identity. It proposes that Fondazione Prada can strengthen its role by actively supporting these local creators, fostering shared cultural spaces and experiences. The central idea is that investing in local communities helps build stronger cultural connection, belonging, and collective identity.

~ How

1 — The Locals Spotlight
Monthly programme featuring selected local creatives, artisans, and independent businesses, with visibility through social media features, video interviews, editorial storytelling, and on-site exhibitions.

2 — Meet the Locals
Documentary-style series presenting stories from Milan’s creative community, including artists, publishers, fashion makers, and designers shaping the city’s cultural landscape.

3 — The Locals Market
Recurring event at Fondazione Prada where selected local businesses showcase their work, products, and creative processes, creating a cultural and community meeting space.

4 — Milan Creative Map
Digital platform curated by Fondazione Prada mapping local creative businesses and cultural spaces, serving as a guide for residents and visitors.

~ Goal

• Stronger local relevance

• Increased community engagement

• Enhanced cultural leadership

• Positive media coverage

Our own Website:

https://thelocalsagency.tilda.ws/

Our Instagram Account:

https://www.instagram.com/thelocals.agency/

• Migerta Zika - Medium
• Virginia Spyraki - Medium
• Danahbaka - Medium
• Magia Barb - Medium
• Betty Tsakarestou - Medium

The Locals was originally published in AD DISCOVERY — CREATIVITY Stories by ADandPRLAB on Medium, where people are continuing the conversation by highlighting and responding to this story.

From inspiration to impact

In a digital landscape saturated with filters, carefully curated identities and unrealistic expectations, authenticity has become one of the rarest forms of communication.

That is exactly why UNFILTERED was created.

Founded by a team of six ambitious and creative women, UNFILTERED is a student-led PR and advertising agency built on a simple but powerful belief:

“Real stories create real impact.”

As members of a generation that has grown up alongside social media, we understand both its power and its challenges. While digital platforms have connected people like never before, they have also amplified comparison, perfectionism and pressure. At UNFILTERED, we believe communication should do more than promote products or brands, it should spark conversations, challenge harmful norms and create meaningful connections.

Our mission is to use public relations, advertising and digital storytelling to address real-world issues through campaigns that are honest, relatable and socially impactful.

No Filters. Just Impact.

UNFILTERED was built around a vision to redefine digital storytelling by closing the gap between online identity and real life.

Rather than chasing perfection, we champion authenticity. We believe social media can be a powerful tool for self-expression when it encourages people to embrace who they truly are instead of striving to become an idealized version of themselves.

Our team promotes values that shape every project we create:

- Authenticity

- Collaboration

- Inclusivity

- Boldness

- Adaptability

- Creativity

- Social Impact

Together, we aim to amplify diverse voices, address uncomfortable truths and create campaigns that resonate emotionally with modern audiences while remaining relevant within an ever-changing digital culture.

Learning from a Global Icon: #LikeAGirl

Every agency begins with inspiration.

For UNFILTERED, that inspiration came from the Cannes Lions Grand Prix-winning campaign #LikeAGirl, created by Leo Burnett for Always.

The campaign challenged the negative stereotypes attached to the phrase “like a girl” through a powerful social experiment. While adults and young boys often portrayed the phrase as weakness, young girls demonstrated confidence, strength and determination.

The contrast created an emotional and unforgettable message.

What fascinated us most was the campaign’s ability to transform everyday language into a cultural conversation. It addressed confidence, identity and social perceptions while inspiring millions worldwide.

The campaign taught us a lesson that would influence all our future work:

The most impactful campaigns do not simply advertise. They challenge perspectives.

Building a Brand Strategy Around Authenticity

Be Real. Not Perfect.

As we developed our own brand strategy, one insight became increasingly clear:

People no longer connect with perfection. They connect with honesty.

UNFILTERED positions itself as an agency that speaks with audiences rather than to them. We prioritize transparency, relatability and human-centered storytelling over polished corporate messaging.

Our strategic goals focus on:

• Promoting authentic self-expression
• Encouraging user participation and engagement
• Reducing digital comparison pressure
• Challenging unrealistic beauty standards
• Supporting mental well-being through communication
• Creating meaningful online communities

While many brands champion empowerment, few directly address the growing tension between digital identity and reality. This gap became our opportunity.

In an era where AI-generated content, heavily edited imagery and curated lifestyles dominate social media feeds, audiences are becoming increasingly skeptical of anything that feels artificial.

Our response is simple:

Authenticity is no longer a trend. It is a necessity.

Sustainability Through Real Action

Ditch Plastic, Switch to Reuse

One of the first challenges we tackled was sustainability.

Rather than promoting an unrealistic vision of a perfectly eco-friendly lifestyle, we chose a more practical and relatable approach.

Our campaign, “Ditch Plastic, Switch to Reuse,” encourages Gen Z audiences to replace single-use plastics with reusable alternatives through small, achievable daily actions.

The campaign is built around one central idea:

Big change starts with small habits.

Through authentic influencer storytelling, we demonstrated how everyday choices, such as carrying reusable water bottles, shopping bags and containers , can collectively create significant environmental impact.

To strengthen the campaign’s credibility, we selected advocates whose public identities align with sustainability and authenticity, including Emma Watson, Lily Cole and Madame Ginger.

Rather than promoting perfection, these voices represent progress, making sustainability feel accessible rather than overwhelming.

The campaign ultimately reflected one of UNFILTERED’s core beliefs:

People are more likely to change behavior when they see realistic examples, not impossible standards.

Culture as a Tool for Connection

Fondazione Dries Van Noten

For one of our most ambitious projects, we explored how cultural institutions can help rebuild trust and connection in increasingly fragmented societies.

Our focus was the Fondazione Dries Van Noten, a newly established cultural foundation deeply rooted in creativity, art and cultural exchange.

As communities worldwide face growing polarization, social isolation and distrust, we asked a simple question:

Can culture become a bridge between people?

Our strategy positioned the Foundation as a cultural trust broker, a place where local communities, artists, students and global audiences could engage in authentic shared experiences.

The campaign focused on:

• Interactive exhibitions
• Community dialogue initiatives
• Collaborative artistic projects
• Cultural participation over passive consumption

The concept was built around a powerful belief:

Beauty becomes a bridge, not a barrier.

By encouraging participation rather than observation, the Foundation could strengthen social trust while creating meaningful cultural connections.

Our Defining Project: UNFILTER YOUR REALITY

Every agency reaches a moment where its identity becomes clear.

For UNFILTERED, that moment came with the creation of our final digital PR campaign:

UNFILTER YOUR REALITY

Today’s young people are constantly exposed to edited images, unrealistic beauty standards, curated lifestyles and endless opportunities for comparison.

The consequences are increasingly visible:

• Anxiety
• Low self-esteem
• Identity insecurity
• Cyberbullying
• Fear of judgment
• Social validation dependency
• Unrealistic expectations

We wanted to create a campaign that directly addressed these issues.

Inspired by the emotional impact of #LikeAGirl, we developed a movement that challenges the illusion of perfection online.

The campaign invites users to share two versions of themselves:

1. The filtered version they typically present online.
2. The authentic reality behind the screen.

Using the hashtag #UnfilteredReality, participants share personal stories about mental health, insecurity, beauty expectations, ghosting, cyberbullying, catfishing, cancel culture and the pressure to appear perfect.

The campaign is built around a simple but powerful message:

“Same person. Different reality.”

How the Campaign Works

Phase 1: Awareness

Short-form videos on TikTok and Instagram reveal the contrast between carefully curated online personas and genuine emotions.

Phase 2: Participation

Students, creators, influencers and everyday users join the movement by sharing their own unfiltered stories and experiences.

Phase 3: Community & Impact

Mental health organizations, educational institutions and online communities collaborate with the campaign to continue conversations and provide meaningful support resources.

The Message Behind the Movement

UNFILTER YOUR REALITY is not anti-social media.

It is anti-fake perfection.

We believe social media has the power to inspire, educate, connect, and empower. However, that potential is strongest when people feel free to show their authentic selves rather than perform for validation.

At the heart of the campaign lies a reminder many people need to hear:

Your value is not defined by filters, followers, likes, or unrealistic expectations.

Authenticity is not weakness.

Authenticity is power.

Beyond the Campaigns

What started as a student project became an opportunity to explore how communication can create real impact.

Through every campaign, we challenged ourselves to start conversations, promote authenticity and connect with people in meaningful ways. As we continue our journey, our goal remains the same: creating work that inspires, empowers and stays true to real human experiences.

Because at UNFILTERED, we believe the future of branding is not about appearing perfect.

It is about being real.

Be Real. Not Perfect.

↓ Find us here ↓

Instagram: https://www.instagram.com/unfiltered_pr_agency

Tilda: https://unfilteredagency.tilda.ws/

Pavlina Soumeli

Maria Mastrokoukou

Athina Plexida

Selishtajs

Giantzibetty

Bianca Andreea Tabără

Unfiltered Agency: No Filters. was originally published in AD DISCOVERY — CREATIVITY Stories by ADandPRLAB on Medium, where people are continuing the conversation by highlighting and responding to this story.

Great Minds Think Alike to life.

We are “Great Minds Think Alike” agency, a PR and Advertising agency founded by Gen Z students of Panteion University. As a Gen Z Advertising and PR Agency, we believe that the most impactful campaigns are not those that simply attract attention, but those that create genuine connection.

Our mission as an agency is to promote authenticity and self love, encouraging everyone that sees our campaigns to believe and love themselves for who they truly are.

Great Minds Think Alike was created from shared passion for creativity, communication and meaningful storytelling.

Our name was chosen early in our journey and quickly became more than just an agency name. It reflected our beliefs, which center around authenticity, unity and connection.

Meet the Minds Behind Great Minds Think Alike

Marianthi contributed to the visual organization of our projects, supporting presentation design, content refinement and creative development through careful editing and constructive feedback. She helped strengthen the overall quality of our projects.

Daphne focused on strategy, content development and project coordination, helping the team transform ideas into structured campaigns while ensuring assignments, deadlines and deliverables remained on track.

Nikolas supported the team through idea generation and contributed to various stages of the creative process.

Rita played a key role in shaping the visual and creative direction of our campaigns. With a strong eye for design and an instinctive understanding of creative concepts, she was often the driving force behind campaign ideas, posters and visual storytelling.

More than a Logo

Every agency starts with an idea, and ours is represented through a simple yet meaningful symbol: a light bulb with a tie and a pink bow.

Our logo, designed by our talented visual communicator and our creative director, combined their skills to create a fun, simple and direct way to represent our agency’s image.

A light bulb, symbolizing an idea as well as a mind behind it, alight with creativity and determination, decorated with a tie and a bow, meant to symbolize the existence of innovation as well as intelligence amongst us, regardless of appearance or personal identity.

Our logo utilizes these “stereotypical” assets in a simultaneous manner, in order to expand our brand’s image beyond the boundaries they set and essentially overcome them.

Socials And Essentials

As a PR agency, we were required to establish a means of communication with our clientele and a way to promote our agency’s services and work. For this, we created our very own website, listing our goals, our services and the roles of each member of our team, as well as other essential information and the means to contact us directly. Through the website, we have also linked our social media pages on Instagram and TikTok respectively, in which we have already made content in regards to our work, meant to promote and encourage engagement with our agency.

Here at Great Minds Think Alike, we recognise the importance of active communication with our audiences and prioritize the establishment of a connection and an atmosphere of meaningful engagement, through the means of communication of the digital age, as we incorporate a forward and modern approach in our public appearance.

Growing Together

Like every new team, we started this journey trying to understand not only the assignments but also each other. Throughout this semester we were challenged with a plethora of assignments that we managed to go through as a team, exchanging opinions, thoughts and ideas. Assignments that truly brought us together as a team, whilst sharpening our problem-solving and creative skills, and made for a fun collaborative experience. From brainstorming sessions to campaign development, we discovered that some of our strongest ideas emerged through collaboration rather than individual thinking.

Before We Created, We Observed

Every creative journey starts with understanding. Before developing our own campaigns, as an introduction into the semester, we were challenged to analyze a successful Cannes Lion campaign and understand what made it resonate with audiences worldwide.

In which case we personally chose Dove’s “Real Beauty Redefined for the AI ERA”, a project that addressed one of the most relevant issues facing today’s digital generation: the growing influence of AI-generated beauty standards.

Our main task was to showcase Dove’s innovative strategy that establishes its target audience as the focal point of the brand, not just in terms of sales but mostly in terms of encouraging confidence through the concept of “Real Beauty”, while also making the client an active contributor to a bigger cause.

Through our analysis, we explored Dove’s long-lasting commitment to self-confidence, self-care and authenticity while understanding Dove’s aim to create a more personal and emotionally intuitive connection with its target audience, in order to build trust not just in the product but in the brand as a whole. A trust that the brand doesn’t just represent a market but the people it sells to as well.

The campaign’s main message stems from the rejection of the unrealistic beauty standards that Artificial Intelligence has set in the new era of technology.

Real Beauty should never and could never be artificially generated. It resides in real life, in the world and the people around us, beyond our screens.

Despite AI’s ability to almost perfectly imitate this, it remains just that- an imitation. An imitation twisted and bended beyond our control. Dove states, through their campaign, that it’s important to remember what’s truly there. You are real, therefore you are beautiful.

Dove’s campaigns wide success in a new age where social media dominates, relies in its ability to give out hope in these uncertain times, where the beauty standarnd seems to spiral out of our control and reject artificial, fake beauty.

This strategic approach is based on three key factors:

1. A strong message that is consistent, clear and targeted to strengthen the audience’s trust and build a connection.

2. The smart use of technology, such as the strategic use of AI in showcasing the concept of Real Beauty by making it of the solution, instead of rejecting it completely whilst also not solely rely on it.

3. An established connection with their Gen Z as part of their target audience, reaching out through means and tools familiar with the new generation.

DOVE 2026 CAMPAIGN

Following the steps of Dove’s campaign, we were assigned to come up with our own campaign. Our task was to create a logo for our agency, as well as a slogan and visual advertisement in the form of a poster, meant to reach a specific target audience.

Our main focus for our campaign was the showcasing of internal beauty in addition to external, with the purpose to create a more personal connection with our client and establish our agency as a trustworthy ally, not just a brand.

Rather than focusing solely on appearance, we explored how beauty is also shaped by emotions, self-perception and personal experiences. This project challenged us to think beyond traditional beauty standards and understand the deeper human stories behind them.

Look Out, Look In

Inspired by Dove’s mission, we developed our own 2026 campaign strategy built around emotional authenticity.

As a main starting point we set out to establish a clear and concise goal for our cause to follow. Our main points of focus was to strengthen our connection with our audience, by establishing an emotional understanding and a more personal bond, in addition to expand the concept of beauty beyond physical appearance and develop our brand with the purpose to understand and uplift both external and internal beauty, as well as encourage meaningful engagement and bring awareness.

With the goal of encouraging authentic beauty and personal expression in mind, our poster intends to showcase that raw authenticity as something powerful as well as beautiful.

Our Art Director says:

“The half skull/half human design is meant to invoke a sort of macabre or at least a more controversial side of beauty”

“The appearance of the skull also points to the concept of internal beauty that truly lies beneath ourselves. Skin and bone frame the bursting of the soul through the seams in the form of flowers, as both physical and mental elements combine to create an ensemble of what it truly means to be human.”

This artistic concept goes hand in hand with the formation of our slogan- “Look Out, Look In”. Our slogan points to the existence of layers within beauty as a whole.

In order to truly know and appreciate your own personal beauty, you must first look within. To bring your true self, your state of mind and inner cosmos into the world through authentic expression.

“Look Out, Look In” encourages our audience to recognise and accept the beauty of their body (your “out”) as well as their soul (your “in”). To see themselves in and out, in all the humanity and it’s wonderful imperfection.

Kind to you Kind to Every Body

As an additional assignment, we were tasked to come up with a campaign centered around eco-friendly and sustainable lifestyles, with the ultimate purpose of mindful consumption in mind.

Our choice for this campaign was the advertisement and encouragement of cruelty-free products usage, as a means to reject and eventually abolish animal cruelty and animal testing.

As part of our assignment, our job was to locate an online personality -an influencer- with a large following, that actively advocates for the use of cruelty free products and incorporate them into our campaign.

For this, we chose a UK based influencer, Niomi Smart.

Niomi Smart centers her content around sustainability as well as an ethical, eco-friendly and even vegan lifestyle. We considered her the perfect fit for our campaign, as she often promotes an environmentally-conscious lifestyle in addition to her very own vegan and ,most importantly, cruelty free skincare brand that focuses on sustainable product choices.

An additional bonus into choosing our spokesperson for this campaign was how attuned Niomi Smart is with her Gen-Z audiences as well as women from ages 25–35, a demographic that also happens to align with our campaign’s target audience and the target audience of our agency’s itself.

As for the artistic process, we steered towards a simple and effective way to reach out the masses through a charming illustration of the very-animals we are advocating for.

Through our cruelty free beauty campaign, we explored how ethical consumer choices can create positive change for animals, people and the environment. Our aim was to transform awareness into action by making conscious beauty choices feel accessible and meaningful.

Luxury Brands Cultural Foundations

For our final project, we were challenged to develop a PR strategy for Fondation Louis Vuitton, a cultural institution that operates beyond the commercial slide of the Louis Vuitton brand and focuses on art, creativity and cultural dialogue.

Through our research, we explored how luxury brands have evolved from promoting exclusivity to creating meaningful cultural experiences and stronger emotional connections with audiences.

Our central insight was that modern societies are becoming increasingly fragmented, while younger generations are searching for connection, participation and authenticity. We believed that creativity could act as a common language capable of bringing people together, despite their different backgrounds, interests and identities.

Based on this idea, we developed the PR strategy “Creativity Unites”, positioning Fondation Louis Vuitton as a cultural connector and trust-building institution.

Rather than changing the Fondaton’s identity, our goal was to expand its existing mission by creating more opportunities for participation, dialogue and community engagement through art and culture.

At the heart of our strategy was “Au-delà des Labels” (Beyond Labels), a three day immersive cultural event that brings together established and emerging creators from the worlds of art, fashion, music and storytelling.

Through workshops, live performances, creator conversations and interactive installations, audiences become active participants rather than passive spectators, experiencing creativity beyond traditional labels and boundaries.

To strengthen audience engagement, we combined social media storytelling, cultural and fashion media, local Paris activations and international museum collaborations.

Our vision was to transform Au-delà des Labels from a local cultural experience into a global platform for artistic exchange, reinforcing Fondations Louis Vuitton’s role as a worldwide cultural connector.

Ultimately, our campaign is built around one simple belief, which is Creativity Unites.

As part of our campaign, we were tasked with the creation of a visual mock-up, made to advertise this collaborative event to the masses. As portrayed in the advertisement, different types of art, in all shapes and colors, are brought to the forefront of the event, as creativity becomes the focal point of our campaign and the common denominator that encouraged the collaboration and united so many unique forms of artistic expression, creating a beautiful ensemble of color and wonder.

“We see the visitor stare up in awe at the art wall bursting in color, pointing to the artistic ambiance of the event whilst also framing it as a once in a lifetime experience. At the centre, meant to showcase the focal point of our campaign, the phrase “Creativity Unites” that brings together all the different types of art under one belief and an ultimate goal.”

Great Minds, Greater Lessons

Throughout this journey, we learned that creativity is only one part of building meaningful campaigns. We learned how to adapt, collaborate, communicate under pressure and trust each other’s strengths. Every deadline, challenge and presentation pushed us a little further outside of our comfort zones.

What we take with us is not only knowledge about advertising, PR and Strategy but also the experience of building something together.

Perhaps, great minds think alike not because they are the same but because they learned how to bring their differences together!

Great minds think alike

Mariannaaggelina

Ritapittaki

Nikolas Kalathas

Daphne Nikolakopoulou

Betty Tsakarestou

Great Minds Think Alike: This was supposed to be just a class project was originally published in AD DISCOVERY — CREATIVITY Stories by ADandPRLAB on Medium, where people are continuing the conversation by highlighting and responding to this story.

PART 1: THE STORY OF LOUDCAT

We Didn’t Want to Build Another Agency

Advertising has changed.

Attention is no longer bought. It is earned.

Today’s audiences can recognize in seconds when a brand is trying too hard, copying trends, or pretending to understand culture. Traditional advertising often struggles to keep pace with the speed of digital communities, internet culture, fashion, music, and social conversations.

That is why we created LOUDCAT.

LOUDCAT is a Gen Z creative advertising and PR agency built around one simple belief:

Brands should become part of culture instead of interrupting it.

We are a collective of creators, strategists, storytellers, and digital natives who understand how people communicate today. We grew up in a world of social media, creators, memes, fashion drops, viral moments, and constantly evolving digital communities.

Rather than creating safe campaigns designed to satisfy everyone, we create work that sparks conversations and earns attention.

Our goal is to help brands become culturally relevant, emotionally engaging, and impossible to ignore.

Why “LOUDCAT”?

The name LOUDCAT represents our philosophy.

The cheetah symbolizes speed, instinct, adaptability, and confidence.

“Loud” represents visibility, boldness, and cultural impact.

Together, they reflect our agency approach:

Move fast. Stay authentic. Create impact.

Our visual identity combines luxury fashion aesthetics, editorial design, protest culture, and internet-inspired storytelling. The result is a brand that feels premium, disruptive, and distinctly Gen Z.

Our Mission

To help brands earn attention through culture-driven creativity, authentic storytelling, and meaningful engagement.

We believe the strongest campaigns are not interruptions.

They become conversations.

Our Values

Real Over Perfect

We believe audiences connect with authenticity rather than perfection.

People trust brands that feel human.

Boldness Wins

Safe brands disappear.

We create work that stands out, sparks curiosity, and drives conversation.

Culture Is The Strategy

We do not chase trends.

We study culture.

Every campaign begins with understanding people, communities, and behaviors.

Fast Moves Only

Culture changes quickly.

We value experimentation, adaptability, and real-time creativity.

Creative Without Limits

We challenge conventional thinking and encourage artistic risk.

Innovation happens outside comfort zones.

Self-Expression Matters

We celebrate individuality, diversity, and confidence.

Great brands empower people to be themselves.

Create Impact, Not Content

We do not create content simply to fill feeds.

Every piece of communication should have purpose and meaning.

Our Projects

As a newly launched agency, LOUDCAT has developed multiple creative concepts demonstrating our approach to culture-first communication.

These include:

• Experimental social media campaigns
• Creative branding concepts
• Editorial-style visual identities
• PR and digital storytelling strategies
• Event activation concepts
• Community-focused campaigns

One of our signature ideas explores how disruptive cultural moments can generate conversation and attention in ways traditional advertising cannot.

Rather than relying on advertising space alone, we focus on creating experiences people actively choose to share.

PART 2: COMMON THREAD — A Digital PR Strategy for Fondation Louis Vuitton

The Challenge

Trust is declining across societies worldwide.

People increasingly live within fragmented digital environments, disconnected communities, and competing narratives.

According to contemporary trust and communication research, many individuals struggle to find shared spaces where meaningful dialogue can occur.

At the same time, cultural institutions have a unique opportunity.

Art has the power to bring people together.

Culture creates experiences that transcend age, politics, nationality, and social background.

This insight became the foundation of our campaign.

The Client

Fondation Louis Vuitton is one of the world’s most influential cultural institutions.

Located in Paris, the foundation serves as a global platform for contemporary art, architecture, creativity, and cultural dialogue.

Its mission extends beyond exhibitions.

It creates opportunities for artistic discovery, inspiration, and exchange.

For LOUDCAT, Fondation Louis Vuitton represented the ideal client to explore how culture can help rebuild trust in an increasingly fragmented world.

Campaign Concept: COMMON THREAD

Art Is The Anchor. Culture Is The Horizon.

Our campaign is built around a simple idea:

While people may come from different backgrounds, cultures, and experiences, art provides common ground.

Culture becomes the thread connecting us.

COMMON THREAD positions Fondation Louis Vuitton not only as a cultural institution but also as a cultural connector.

A place where people can engage with one another through shared experiences.

Strategic Objective

Transform Fondation Louis Vuitton from:

A Cultural Institution

into

A Cultural Trust Broker and Cultural Connector

Our objective is to create opportunities for participation, dialogue, and emotional connection through culture.

Target Audiences

Local Stakeholders

• Paris residents
• Students
• Artists
• Cultural organizations
• Community groups

Global Stakeholders

• Gen Z audiences
• International visitors
• Creative communities
• Art enthusiasts
• Luxury and culture consumers

The campaign seeks to engage both local and global participants through experiences that feel accessible, meaningful, and inclusive.

Key Activation: The Common Thread

The centerpiece of the campaign is a large-scale public installation.

A symbolic thread moves throughout Paris, connecting neighborhoods, communities, cultural spaces, and public gathering points before arriving at Fondation Louis Vuitton.

The thread represents shared experiences, interconnected futures, and collective cultural participation.

The installation creates visual impact while encouraging reflection on connection and belonging.

Key Activation: The Table

A second activation invites participants to gather around a large communal table.

Artists, students, community leaders, creators, visitors, and residents are invited to share conversations, meals, workshops, performances, and stories.

In a fragmented world, simply sitting together becomes a powerful act.

The Table transforms dialogue into a cultural experience.

Digital Storytelling Strategy

The campaign extends beyond physical events through a series of short-form digital stories.

Real people share authentic conversations about:

• Identity
• Belonging
• Creativity
• Hope
• Community
• The Future

These stories are distributed through social media platforms to encourage participation and extend the campaign globally.

Visual Identity

The campaign aesthetic combines:

• Luxury editorial design
• Documentary photography
• Protest-inspired graphics
• Minimalist typography
• Black, beige, and cream color palettes

This visual language reflects both sophistication and urgency.

It positions culture as something living, evolving, and accessible.

Expected Impact

Through COMMON THREAD, Fondation Louis Vuitton strengthens its role as a trusted cultural connector.

The campaign aims to:

• Encourage dialogue
• Foster participation
• Build cultural trust
• Expand audience engagement
• Create meaningful shared experiences

Most importantly, it demonstrates how culture can create common ground in a divided world.

Conclusion

LOUDCAT was founded on the belief that creativity has the power to connect people.

COMMON THREAD reflects that belief.

As a new generation of creators, strategists, and communicators, we see culture not simply as entertainment or expression, but as a tool for building relationships, trust, and shared futures.

Because in a fragmented world, culture remains one of the few places where strangers can still come together.

Art is the Anchor. Culture is the Horizon.

Xanthi Kouvara Gabinforest Sk Zoe C Antoine Basthard-bogain Gabinforest Betty Tsakarestou

LOUDCAT: Building a Culture-First Creative Agency and Reimagining Trust Through Art was originally published in AD DISCOVERY — CREATIVITY Stories by ADandPRLAB on Medium, where people are continuing the conversation by highlighting and responding to this story.