2022

NYX Awards - 2022 Grand Winner Winner

Paul Frank Reimagined With Gen Z

Entrant Company

NinetyEight

Category

Social Media - Social Engagement

Client's Name

Paul Frank

Country / Region

United States

Experience Level

Agency

Paul Frank was iconic back in middle school. Over the years, the brand has struggled to gain relevancy amongst Gen Zs losing the brand affinity and legacy they've built. Though the brand is instantly recognizable, Gen Zs associate Paul Frank as "nostalgic" rather than "current." With a tagline of "Don't Forget to Never Grow Up," Paul Frank has an opportunity to resonate with the next generation who so desperately seek a brand to rally behind in these crazy times.

Without any product available, we had to find creative ways to bring the brand to life and resonate with Gen Z. So we created an overarching narrative surrounding Paul Frank’s most recognizable character, Julius the Monkey. We positioned Julius as a fellow Gen Zer, going through the same excitements and tensions Gen Zs go through while adding in the Paul Frank flair: a constant reminder to embrace the flux of life, find everyday childlike joy, and “Never Grow Up.”

To engage with Gen Z, we met them where they're already at: on social media. We brought this narrative to life by putting Julius in the driver’s seat – taking organic content and brand personality to another level. We not only engaged Gen Zs through TikToks and IG Reels, we took it a step further to collaborate with them through Y2K fashion influencer partnerships – and they loved it!

Here’s what some of them said on TikTok:

“OMG PAUL FRANKKKK” - @dallaswalmsleyy

“Paul Frank owned my childhood” - @chaekivc

“JUST FOUND A OVERSIZED PAUL FRANK SHIRT AT THE THRIFT STORE” - @luvq.tatum

Credits

Account Manager
Gia Lee
Creative Director
Bryant Lin
TikTok Strategist
Rachael Previti
Community Manager
Truman Rae
Influencer Manager
Celine Chai
TikTok Creator
Natalie Saathof
Graphic Designer
Nicole Han
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