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Drop the JPEG

Creating Gen Z cultural currency through music

Visa

Services

Partnerships

The Challenge

Visa needed to connect with Gen Z - Australia’s next major spending force - who are disengaged from traditional finance and favour digital-first brands. ​

Visa’s objective was to increase brand preference amongst critical Gen Z audience.​

The Solution

We invited Gen Z to “Drop The JPEG” and share their best live gig footage for a chance to win: a VIP weekend at Red Bull Symphonic with Ruel.

Rather than scolding screen use, we partnered with Val Morgan Digital to celebrate it. UGC was encouraged, access to gigs granted, bragging rights won, and brand love earned.

Results

Drop the JPEG turned content into cultural currency—and built real brand preference.

+3.8ppt Brand preference among Gen Z exposed on TikTok

32% Brand Preference (vs. 18% control) among VMD exposed​

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