Hollister tapped Gen Z fave Gigi Perez for a music video campaign. Ahead of graduation season and the start of summer, the brand’s platform is building on their existing music-centered strategy and a now-constant nostalgia bid. Perez covered Green Day’s graduation ceremony staple “Good Riddance (Time of Your Life),” paired with a music video highlighting all the lasts and firsts that come with the transition between high school and college. There’s a photo booth in the video “that magically transforms memories into boxes of keepsakes” which will also be turned into an in-store experience, adding a physical memento element that taps Gen Z’s current obsession with analog (and with keychain charms). The collection that pairs with the “Time of Your Life” campaign carries nods to senior year throughout it, all aiming to make an emotional connection with teen consumers that places Hollister as part of this stage of life. (Marketing Dive)
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