Since its launch, Funky Monkey talked to young people about its products as a way to express themselves in a bold and bright way. But over time, this approach stopped working. Too many youth brands in different categories were using the same idea, and Gen Z started to develop "blindness" to it.
So we supported the brand’s repositioning based on an important insight about Gen Z anxiety. The world around them is constantly trying to put labels on people, set limits, and add more things they "should" do.
"You decide how people see you" became more than just the campaign slogan — it became the brand’s new philosophy. Yes, the world can change faster than trends on TikTok, but with Funky Monkey you always have the freedom to choose who you want to be.
The core of the new campaign was a manifesto-style video inspired by the work of Tatsuya Tanaka. In the video, groups of miniature people interact with the characters and with the brand’s products.