Every choice, from creative to media, was made according to the target. The themes we addressed were important to young people. The host and the invitees were stars who inspired them: Massi Mahiou, Jessy Jean Bart, Claudia Bouvette, Maruzee Dragon and Antho Tran. The platforms were the ones they frequent – TikTok, Snapchat, Instagram, YouTube and Twitch – and the formats we used respect their communication codes.
To sum up, an original approach that achieved its objective: proving to every teen that there is a branch of engineering that they can relate to.