How do you advertise phones to the generation that hates advertising?

We took a product that resonates with Gen Z's nostalgic senses: the Z Flip5 flip phone. And an insight: despite their aversion to advertising, Gen Z is increasingly drawn to old-school stills campaigns online — especially those that appeal to their creative sensibilities and feature celebrities they admire.

To win them over, we launched a Y2K-inspired campaign, shot by one of their generation's most influential photographers, Amber Asaly, and featuring one of their favourite pop stars, Sabrina Carpenter, alongside the Z Flip5.