During a recent Sunday Times Gen Next digitized event, in collaboration with Yellowwood and Shell, hosted by Refilwe Maluleke, Managing Director of Yellowwood, we explored how to grab the attention of the youth in the era of hyper-connectivity.

Agathe Guerrier, Global Co-Chief Strategy Officer from TBWA Worldwide, kicked off by mentioning that in her opinion the most impressive youth campaign this year is Dettol’s hand wash challenge that was done via Tik Tok. “It was a simple idea that incorporated dance. They were smart about it, they were quick and effective about it and they launched it at the right time. This campaign was about being in the moment rather than having a large degree of polish.”..

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