Bajo Active takes on the complex societal landscape of Gen Zers

Premium beverage brand Bajo Active is looking to connect with Gen Zs by recognising the unique challenges faced by the generation in today's world as they navigate a complex societal landscape while facing demanding pressures. 

Titled 'Find your mojo, find your Bajo', the campaign uses a series of visuals portraying a young person’s irrepressible spirit facing modern day pressures having found their mojo and passion points.

Don't miss: How can brands in Asia keep Gen Z consumers interested in their campaigns? 

As part of 'Find your mojo, find your Bajo', its tagline, a series of visuals were released on YouTube. The visuals saw a combination of carefully handcrafted figurines and paper incorporated into a minutely detailed background made of paper cuttings. 

The series of visuals would later be translated to instore posters, social media content and a video. 

In one video, a young person is overwhelmed by deadlines before finding his mojo and realising that he is still in control.

Meanwhile, another young person is seen wearing an office shirt and pyjama pants, The character is seen juggling urgent work on one foot and still being able to feed its pet and water plants at the same time - showcasing the ability to balance both personal tasks and work. 

Another video sees a young person chasing his dream as an online persona and musician as he is seen setting up and rocking out on a livestream.

In tandem, an engineer is seen working hard at her job in the day and still be able to fulfil her ambitions of being an artist by nighttime. 

The campaign was created with independent agency Muma and lead by Muma's creative partner Choo Chee Wee. 

“The highly detailed, handcrafted artwork is a reference to the burning passion the brand shares with a misunderstood group of go-getters. Once the direction was set, the team ran with it and did not take the quick and easy way out – no AI or 3D modelling for us," said Choo.

"Everything was meticulously done by hand and I am proud of my team and the terrific result. Mostly Gen Zs themselves, they loved the idea and played a significant role in bringing it all together and the awards are a testament to their dedication.”

Choo added, "Every brief that comes through our door is opportunity to shine and present our creativity. We strive to push boundaries and deliver unique, clutter-breaking creative works based on strong consumer and cultural insights and we are grateful to have clients who are equally passionate and open to our, sometimes mad, ideas."

Last October, beverage brand 100PLUS Malaysia also released a campaign targeting Gen Z consumers. The campaign was done in collaboration with creative agency Gazelle Activation from Shopper360 and spans an original rap song, TV commercial and DOOH activation.

The commercial and rap showcase that 100PLUS is there to fuel individuals to unleash their 100% whether it be at work or gaming with friends. The commercial ends with a shot featuring individuals from all walks of life drinking 100PLUS to emphasise that the drink can be had by anyone, anywhere and anytime.

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