Under The Mushrooms

From brand unit’s point of view, one of the big questions behind the project was: How do you reach and activate Generation Z – the dialogue group of 18-25 year olds within the creative industries. For many companies and brands we advise – the holy grail when it comes to communication. »Mushrooms are the social network of plants. The mycelium is their most widespread form of life, the living border through which large parts of the world are connected. « (Text passage Christiane Gina Bertolini)

Generation Z knows what an ad blocker is and generally only trusts content that is shared within their own networks. You won’t get very far with traditional thinking. That was our approach. This generation does not live in the digital world as passive consumers but as active participants. That is why we placed the content that was produced by the participants within a communication design and were able to achieve a high level of visibility for the project through networking with Kunsthaus Wien and press work.

31 selected protagonists answer a question about the future in a self-made video and 6 photographers, Margarita Keller, Susanne Hofer, Eylül Aslan, Mario Ilic, Mafalda Rakoš and Maša Stanić, shot them in their living and working spaces.

The project provides impulses and encourages networking – as a brand agency, it enables us to keep asking questions about the future. Looking to the future is an important aspect of our work, as we shape it with our clients.