Stress is humanity’s constant companion.
We look for ways to cope: we take sedatives, meditate, scroll through social media, chew on pens, or just grit our teeth trying to get through another stressful day.
But the problem is that most of these methods either require time and effort or seem unserious. We want to manage stress, but we don’t want that to be another burden.
Idea
Stress isn’t an enemy to be fought head-on. It’s a game you can win if you approach it with cunning.
Solution
Terebi — these are accessories designed to help manage daily challenges. They look like toys, but they are actually stylish fidget accessories that take care of your mental well-being.
Target Audience
Millennials and Gen Z, who grew up in the digital age, value self-expression and practicality. They seek ways to manage stress, appreciate unique items, and are willing to invest in accessories that underscore their individuality.
Brand DNA
Unique Selling Proposition—jewelry that helps manage stress.
Tone—bold, ironic, playful.
Inflection—lightness, inspiration, joy.
Advancement
Communication Objective—to prompt the audience to follow the brand’s social media and pre-order a fidget accessory.
Activation Funnel
[1] Creative Idea
The ring spins—stress will disappear.
Task: To illustrate the stressful situations the target audience faces and how jewelry helps them cope.
Metrics: CTR — 1,7% Reach — 3706
[2] Creative Concept
Twist the ring, not the guy’s nerves.
