The Brief: Product benefit (ie waterproof vs sensitive skin vs durability) is a huge part of the consumer decision tree, and this product offers a premium experience by delivering 100% waterproof benefit while still being flexible to keep up with your activities. In previous generations, we have seen more brand loyalty once consumers find that our product benefits meet their needs, but we have seen that Gen Z is more likely to try new products. In this media flight we targeted Gen Z to show that we are the only brand that's products can keep up with their active lifestyle. We're concerned that Gen Z thinks brands like Welly are cool because of their designs, so how do we get them to think this functional bandage is cool through creative?