Many Gen Z shoppers aren’t happy that their social media algorithm manipulates their taste and purchasing habits. Bricks-and-mortar chain Winners saw an opportunity to attract a new demographic of young shoppers who don’t want to be boxed in. So, we created #BreakYourAlgorithm—a social campaign that encouraged Gen Zers to escape their echo chamber and discover their true aesthetic offline.
From headlines that raised awareness on the algorithm to bait-and-switch ads that showed our audience how they were being targeted, we planted the seed that e-commerce isn’t all that it’s cracked up to be. After all, why should a machine tell you who to be?
Art directors: Anton Mwewa, Carissa Cruz
CD/CCO: Cher Campbell