Cheap Monday: social campaign

Cheap Monday speaks to a new Gen uprising that celebrates rebellion, punk culture and expressive individuality. Working with agency Culture Defined, I helped articulate and define the new Cheap Monday tone of voice through a series of Gen Z focused instagram posts, using different characters to represent every aspect of the tone. From the heartbroken teen to the mis-understood emo and the punk rebel, each post included subtle nods to indie sleaze lyrics, albums or tracks.