Summary

Culture as a way of life

Challenge

Youthful individuals are always seeking exciting challenges. The new SKY aims to keep pace with the current era, where younger generations are breaking barriers and creating their values.

Solution

We aim to visually represent the world young people live in, highlighting their unique individuality and style. Our TV campaign emphasizes the new mindset of urban Gen Z audiences – their fearlessness and determination to challenge the status quo. SKY becomes their beverage, the drink of the street, embodying and promoting their attitude.