286 young people from around the world create JD’s new global campaign.
JD unveils Where Are You Going?, its global Christmas campaign. The project is built from content recorded by 286 young people from different countries using their own smartphones. There is no script and no traditional production. The brand offers a direct portrait of how a generation thinks, lives and projects itself, without adhering to a single narrative.
This campaign takes the form of a gallery of vertical videos and photographs. The pieces capture everyday scenes filmed in cities such as Tokyo, Berlin and Madrid. Anonymous young people appear alongside familiar names like Jade Thirlwall, Angry Ginge and Cole Palmer. This combination removes hierarchies between creator and viewer and reinforces the idea of a global community.
In Spain, the protagonists are Lia Kali and Óscar Casas. The singer and the actor share their perspective on what it means to be young today and how they relate to the future from their respective creative contexts. Without aspirational speeches or pre-packaged messages, both are integrated into a narrative that prioritises personal experience over the traditional advertising storyline.
Where Are You Going? moves away from the conventional Christmas campaign format and uses an open question as its conceptual axis. The answers are varied and, in many cases, unresolved. They range from those seeking to consolidate an artistic career to those simply focused on the present.
With this initiative, JD reinforces its Forever Forward positioning, understanding urban culture as a constantly evolving space built through direct participation. The campaign does not attempt to define youth, but to show it as it presents itself, without filters or intermediaries.
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