JOURNEYS
LIFE ON LOUD 2025

Brand Platform Launch

THE BRIEF

Journeys made its name as the loudest store in the mall. Then the mall went quiet. We needed to turn the volume back up, telling teens about Journey's new brand ethos, Life on Loud, and encouraging them back into the mall. The Challenge? Teens hate being told what to do.

THE IDEA

Instead of making a manifesto ad to tell them what it meant, we made a full-length music video that showed them; launching Life on Loud with Gus Dapperton's reimagining of "You Get What You Give" by The New Radicals. It defined one generation, we reinvented it for another. An anthem of youth, rebellion, teens reclaiming the mall, and living a loud ass life.