Fun is you

As a continuation of Fun is where you are, this campaign turned the perspective inward. Fun was no longer defined by moments or places, but by confidence, self belief and the courage to fully stand for who you are. Rolled out across all relevant media, the campaign created a consistent brand experience at every touchpoint. Social media formed the cultural core, with Instagram and TikTok as the key platforms for Gen Z. Moving image and creator led content placed masks at the heart of the narrative. Not as props, but as symbols of expectations, roles and social pressure. Throughout the campaign, these masks were taken off, revealing real personalities, real emotions and real confidence. With Hava, one of the most well known musicians of her generation, as the central testimonial, the message gained cultural weight and emotional credibility. Her presence embodied self acceptance and authenticity, reinforcing the idea that fun begins the moment you stop pretending. Collaborative creator formats and carefully selected video snippets drove strong engagement and organic momentum across platforms. Powered by relevance and virality, not volume. Just be yourself. Fun is YOU!