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HAIR
They said...
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We want to use the new U22 free bus pass to show young people the possibilities taking the bus provides them
I THOUGHT...
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Let's speak to U22s in their language, and show how the bus allows them to explore and discover themselves
So we...
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Made an authentic social-first campaign, based on a 'nursery grime' music video — with multiple social friendly aspects that young people can engage with
Empowering the TikTok generation
By talking their language
with a follow up campaign where first bus released their first fashion collection for U22s
The how
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