Campaign Diaries
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United States
Campaign Trail: Journeys amps up absurdity to break back-to-school conventions
Goal: To create an imaginative and loud back-to-school campaign
Claim: Don't Just Show Up. Turn Up
Media: TV, social media, influencer programs
Summary: Journeys' back-to-school campaign titled 'Don't Just Show Up. Turn Up', created by Anomaly, features a surreal music video showcasing students arriving at school in imaginative ways. It aims to embrace absurdity and creativity, inspired by art and cultural commentary, while targeting Gen Z and Gen Alpha.
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