Client: Mondelez - Snack to the Beat
Creative Direction by: Rosa Tang
Creative Direction by: Rosa Tang
Snack to the Beat: Connecting Gen Z Through Music & Mental Health Awareness
“Music has the power to connect, heal and uplift”
Mental health is an ongoing challenge for many, especially within the Gen Z demographic. Recognizing the importance of this conversation, Mondelez partnered with the Centre for Addiction and Mental Health (CAMH) to create a campaign that not only promoted their snack brands but also sparked awareness around mental well-being.
Enter Snack to the Beat—a nationwide contest giving fans the chance to win an exclusive intimate concert experience with Johnny Orlando. As an artist who openly shares his struggles with mental health, Orlando’s music deeply resonates with Gen Z, making him the perfect ambassador for this initiative. The campaign encouraged engagement both in-store and online, bringing the conversation around mental health to the forefront in an authentic and meaningful way.
As Associate Creative Director, I worked alongside our team to develop the brand identity, content strategy, and oversee the creative execution of the campaign. We partnered with Universal Music Group (UMG) to produce the concert experience and collaborated with Mondelez on the retail, digital, and social activations, ensuring a cohesive and impactful rollout. Through this initiative, the campaign successfully positioned Mondelez as a brand that both supports mental health awareness and deeply connects with its audience
“Music has the power to connect, heal and uplift”
Mental health is an ongoing challenge for many, especially within the Gen Z demographic. Recognizing the importance of this conversation, Mondelez partnered with the Centre for Addiction and Mental Health (CAMH) to create a campaign that not only promoted their snack brands but also sparked awareness around mental well-being.
Enter Snack to the Beat—a nationwide contest giving fans the chance to win an exclusive intimate concert experience with Johnny Orlando. As an artist who openly shares his struggles with mental health, Orlando’s music deeply resonates with Gen Z, making him the perfect ambassador for this initiative. The campaign encouraged engagement both in-store and online, bringing the conversation around mental health to the forefront in an authentic and meaningful way.
As Associate Creative Director, I worked alongside our team to develop the brand identity, content strategy, and oversee the creative execution of the campaign. We partnered with Universal Music Group (UMG) to produce the concert experience and collaborated with Mondelez on the retail, digital, and social activations, ensuring a cohesive and impactful rollout. Through this initiative, the campaign successfully positioned Mondelez as a brand that both supports mental health awareness and deeply connects with its audience