Save kids
from their
demons - be
modern hero
YOUNG
LIONS
-
TEAM
16

GENERATION Z
Online almost
constantly
Believe they
can change
the world
Interested in
volunteering
Value realism
and purpose
Tolerant, and
open-minded
Care about
environment

GEN Z ADVERTISING
Nearly 3 in 4 Gen Zers (73%) consider themselves to
be a fan of franchise “Despicable Me”
Grew up with modern-day heroes
59% would trust a brand they have grown up
with
Brand loyalty
Gen-Z values authenticity and transparency in
brands.
Skeptical of traditional advertising
Social media plays a huge role in the lives of Gen-Z.
Social media fans

KIND
LOVES
CHALLENGES
CREATIVE
INTELLIGENT
STRONG
COMMUNICATION
SKILLS ULTRA-FOCUSED
WHY GRU?

VISUALIZATION
Destroy
mental
IlLnesSes
Save
mINIONS
Get
BONUSES

Other doctors
often have to work
at night, on
weekends, and
have a lot of work
overtime.
Stable work
time
Psychiatrists
usually note a high
level of joy and
satisfaction with
their results.
Work with high
purpose
It's young science
which develops
fast. Psychiatrists
can create adaptive
spaces for
neurodivergent
children.
Creativity
Psychiatrists have
6 weeks of
vacation time
Longer vacation
time
There are hundreds
of places to work
across the country
with different job
duties
Lots of places of work
to choose from
WHAT ABOUT BONUSES?
Medical students and high school students know about the cons of
children's psychiatry. Let's introduce them pros of it.

june 2024
in cinemas
DESPICABLE ME 4

@matej_mladek
@oliniumchemistry
@sophiesarlak
@czechpsychologist
@detska_psycholozka
Tiles Hop Android
Fashion Battle
Ultimate Car Driving Simulator
TrackMania
In-game advertising
Digital Out of Home via
DV360
Right time of the
campaign
Collaboration with
medical universities
Create a tiktok filter with
doctor Gru fighting in the sky
with monsters
Power of social medias
#modernhero
#kapkanadeje
@milanperoutky
@ivanakorolova

April May June
110.000 Kč
Video, banners,
reels and filtres
creation
25.000 Kč
Gaming
Digital tables in
schools
Social media
campaign
Social media
campaign
RTB Out of
home campaign
25.000 Kč
Budget: 160.000 Kč

EXECUTION
They are tech-savvy and quick to adapt to new technologies
and trends, much like Gru's team of Minions. At the same
time, Gen Z is fiercely independent and values authenticity,
they are also socially conscious and value social
responsibility, much like Gru himself.
The project aims to showcase child psychologists
as heroes to university and high school students
interested in medicine. By drawing on the
character Gru from "Despicable Me," the project will
highlight the positive aspects of the profession and
educate students about its benefits.
Content for Instagram and TikTok featuring Gru fighting
monsters to save Minions, along with other platforms such as
gaming, digital tables in schools and RTB Out of home
campaign. The campaign will also utilize influencers with
educational and psychology-focused content to draw attention
to the cause. The campaign will run in May and June of 2024.
The film "Despicable Me" and its protagonist,
Gru, embody Gen-Z values, and young doctors
and patients may identify with him and the
diverse group of Minions in the film. Young
patients in particular are often active,
interested in the process, and open to building
relationships with their doctors.
INSIGHT
GENERATION Z
STRATEGY