THE WEIRDING - Real Brief
Own Your Weird
Contributions
Advertising Strategy
Art Direction
Copywriting
(not officially affiliated with the brand)
Made for Kancil sCoolers Real Brief Challenge 2025 and awarded Bronze
Unifi Mobile needed a way to introduce UNI5G WOW Prepaid to an oversaturated market targeting the Gen Z youth. But the real problem wasn't that UNI5G WOW wasn't top-of-mind, it's that Gen Z doesn't really care about a lot of things, including telcos. Why? Because Gen Z is WEIRD, man.
WE FIND REAL LIFE BORING…
…and who likes boring stuff?
We go out into the real world and get fed so many different things—"be normal," "be professional," but that's not us. We laugh at noises and we run on K-Pop and anime. We watch videos of baby fruits dancing to rap music. It's not something you can get from surface-level research or surveys. Weird isn't just an aesthetic—it's our culture, our identity.
OWN YOUR WEIRD
'cos that's who you are
Gen Z is WEIRD, and that's who we are. Weirdness is our individuality and the real world is too boring to let us be us. We find our flavor of weird, going on 600 side quests and 700 hyperfixations, falling into different rabbit holes online, because our real life happens online. So we say, hey Gen Z, you can be as loud, as messy, as unapologetically weird as you can be.
UNI5G WOW LETS US BE WEIRD
Our WEIRD is online.
What Gen Z really wants is the bandwidth to be weird. UNI5G WOW isn't just data, it isn't just fast 24/7 uncapped 5G whatevers either. It's the enable that empowers us to be weird. It's not enough for Unifi Mobile to get us, we need you to match OUR WEIRD.
THE WEIRDING
Weirdness be upon ye.
I might have lost you somewhere in the middle of this, but don't worry. Unless you're Gen Z, you won't fully get it, but you don't have to. You aren't weird, you aren't Gen Z, and that's why you need me to guide you into THE WEIRDING.
Now you may be asking, what the hell is that? Actually, Gen Zs only use 10% of their real power at any given moment in time. Tell them to unleash it, and well, you get THE WEIRDING.
When Gen Z owns their weird, their weird gets so strong that the world literally CONFORMS to them, to their weird. THE WEIRDING refers to the natural, digital, world-warping phenomenon that makes you realize how weird Gen Z's weird really is.
HOW DO I JOIN?
I'm ready to get WEIRD
How can you be a part of this? It all happens on your phones, out there in real life, powered by Unifi Mobile UNI5G WOW. Each person's weirding is different. My WEIRDING is based on hyperpop and vocaloids, visually very specifically based on a 2023 version of Hatsune Miku that they release a different version of for winter every year. Specific? Yeah. WEIRD? As all damn hell it is.
THE BLACK BOX
Weirdness manifestorialized
Now we know what THE WEIRDING is, we can harness it's sheer power and condense it down into reality. We have to be careful though; we can only do that through THE BLACK BOX, an on-ground activation where anyone can experience THE WEIRDING, powered by UNI5G WOW.
Each person can step into THE BLACK BOX, place their phone on the pedestal, and witness a personalized WEIRDING projected onto all 6 sides of the room.