Gen Z, the generation roughly defined as those who were born between 1995 and 2010, already make up 30% of the global population according to strategy consultancy firm OC&C. They are the most digitally savvy generation to date and as such, are constantly aware of what is happening around them in the world, whether that be environmentally, politically or socioeconomically. As such, they expect the brands they’re buying from to care too.

VIRTUE were tasked with creating a new brand strategy for Pandora that is “giving a voice to people’s loves.” As part of the strategy, the brand released a new collection Pandora Me, which is the first to be aimed at a Gen Z audience.

Presented by Pandora’s brand ambassador actor and activist Millie Bobby Brown in collaboration with UNICEF, the campaign captures the socially responsible nature of Gen Z, something that Bobby Brown emulates in her own beliefs and passion in supporting the ideas and beliefs of the next generation.

The collection is an affordable range of charms designed to be mix and matched by consumers. The pendants are made from recycled sterling silver and responsibly sourced stones, reflecting the ethos of both the audience the range is created for and Bobby Brown as the range’s ambassador. It captures Gen Z’s desire for exploring self-identity through storytelling, something this collection aims to champion.

The work was productionally led by i-D, the fashion platform by VICE, and brings a fresh, contemporary feel to the brand, embedding it firmly within culture. By using an ambassador that is of the generation the brand is aiming to reach, Pandora bring a more authentic voice to the campaign. Bobby Brown’s astonishing international success in the Stranger Things series on Netflix as well as more broadly with her activism, heralds her as a voice that is both recognised and respected, as well as one that isn’t afraid to speak up.