The challenge was to create a campaign that felt bold, catchy, and inherently internet-native, something that could genuinely connect with Gen Z while staying true to Firefox’s identity.

Our goal was to reposition Firefox as the browser choice for a new generation one that values creativity, authenticity, and independence online.

The campaign reached audiences across every major channel, from social media and digital out-of-home to full-scale TVCs. It captured attention, sparked conversation, and connected with thousands of Gen Z users worldwide.