Digikids (ages 10-15) are in an awkward time of uncertainty, finding themselves in the weird culture around them.
02. Big Idea
Encourage Digikids to be themselves in a time of uncertainty by highlighting how weird culture is now accepted in mass society. By reclaiming the word “airhead,” Airheads as a brand is able to reach this target in a meaningful, authentic way.
03. Final Campaign
Live your airhead life.
CW: Sarah Shea
Special thanks to our media team for all of the work they put into researching Airheads for us!