UK – The new fashion brand by ASOS has launched a national campaign featuring 100 young people from around the UK.
Collusion worked with director Dan Emmerson to ask 100 18-year-olds from Birmingham, Brighton, Glasgow and London the question: ‘what do you wish for, in the year you come of age?’. The result is a campaign that acts as a modern census of British youth, honing in on the intimate details of the teenagers’ day-to-day lives.
By questioning such a large number of young people, including those from outside the capital, Collusion presents a diverse range of opinions. The campaign features Nadia Ahmed, a DJ from Manchester who discusses the importance of voting, and Shay Thomas, a non-binary person with Thai heritage raised in Glasgow.
The campaign highlights the small acts of activism that Generation Z are taking part in as they come of age. For more on this mindset, watch out for our Youth macrotrend The Anxiety Rebellion.