Cannes Young Lions entry
Gold recipes for success
Gold House
The Ask: Motivate Gen Z audiences to explore the full A100 list through the A100 website, which serves as a central hub for learning more about the honorees and their impactful work. Evoke emotional responses in them, aiming to inspire them through the stories of A100 honorees. Create content that resonates with their values and aspirations.
The Solution: We want to create a digital campaign featuring recipes loved by past A100 honorees to engage Gen Z. By sharing stories alongside cooking, we aim to connect with them. We’ll create three digital assets for YouTube, Gold House microsite, and social media platforms like TikTok. Through showcasing these recipes and their stories, we strive to authentically engage with Gen Z, tapping into their interests.
Gen Z can engage with A100 honorees’ recipes through interactive posts, videos, and filters. They can share, remix, and add their spin with custom filters. Ultimately connecting Gen Z and the A100 through their love and appreciation of Asian culture and meals.
Viewers can join live cooking sessions with A100 honorees sharing their favorite recipes. Gen Z can suggest ingredients through polls and comments, engaging with the honorees and recipe selection. There will be a link provided to learn more about Gold House and the A100.
Explore A100 Recipe Book on Gold House site. There will be curated recipes with tips and facts from the honorees.