STRATEGY

MP, a stationery brand that wasn’t exactly on Gen Z’s radar, had a clear goal: get into their heads… and, ideally, stick around for a while.

The problem? Talking to Gen Z without sounding as outdated as the word “outdated” itself. So we needed something stronger than a pretty campaign: we needed fuel.

And that fuel was controversy. But done smartly—and with a message behind it.

Because there’s an uncomfortable truth we’ve all experienced: the education system still rewards memorizing over understanding.

With that insight, the decision was clear: we weren’t going to explain anything. We were going to create just enough discomfort for the conversation to explode on its own.

IDEA

Launch the first AI-powered pen designed specifically for cheating. Yes, an uncomfortable idea that hit a nerve—both positively and negatively. Social media caught fire with the launch of the spot, which reached over 1M views in just 24 hours.

Then came the influencers, chosen with intent: not to echo the message, but to tension it.

Some in favor, others against.

And that’s when it broke open: the community took sides, the conversation escalated… and everything else followed.