In 2024, Jumpers, the brand that stands up for being your authentic self, has set itself to help Gen Z flourish. A generation that suffers from the pressure of posturing on social media, now in the form of unattainable ideals and toxic messages that revolve around hustle culture.

Our starting point is the "Jumpers-style", which challenges pretentiousness and champions the essence of staying true to oneself. We noticed that there are still a large number of posers on social media. Posers who set standards that are impossible to attain, and which put a lot of pressure on young people. An overly stimulated and vulnerable generation that suffers the consequences of the hustle culture, hyper-productivity and of a culture of high expectations.

In this scenario, a brand like Jumpers has the credibility and power to do something about it and revert the trends. How? By making an ode to failure, the absurd and mediocrity. All in all, something that is, unfortunately, commonplace in society.

In this new campaign, our customers and their stories play the leading role. We encouraged them to share their experiences with us for something in exchange. A reward as big as the magnitude of the problem: a cash prize to help them continue trying to achieve their goals. Four scholarships worth €1000 each and a grand scholarship worth €5000.

This is how we launched the Jumpers Scholarships. A scholarship like no other. The first scholarship for those who, like the brand, can't make it, despite the efforts.

To present the Jumpers Scholarships, we first launched a main piece lasting two minutes, a music video with a group of "tuna" musicians in true Jumpers-style and a song with "electro-tuna" sounds and rhythms, packed with insights and situations that connect with the target. Just like when your crush ghosts you, when you stay on the bench during a football match, when you have zero viewers while you are streaming live, or fail to pass your driver's license test for the twentieth time.

We launched this piece on YouTube, Twitch, Instagram, TikTok, X and Wuolah, a portal where students share their class notes. We also accompanied these pieces with an additional mechanical piece to explain to users how they could apply for the Jumpers Scholarship. So we linked the content to a specific landing page created for the purpose of the campaign, which provided more information and explained how users could participate. They were only asked to share their failures in a video, which they would send to us directly via WhatsApp, automated to help them send us their experiences and process the data.

In addition, the website would provide information about the voting results. The finalists would be announced on TikTok, where users could vote for their favourite video, since one of the scholarships worth €1000 would be given to the user with the most votes, while the grand scholarship worth €5000 would be given to a user selected by a jury of content creators closely aligned with the target audience and Jumpers’ anti-posturing philosophy: @chicofitness and @ireneramirezzt on TikTok y @ahorasinllorar and @postureoespañol on Instagram. Profiles that helped us spread the word about our scholarships on their channels.

During one month, hundreds of people recorded their videos to share their struggles with us, which we compiled into highlights to continue encouraging people to participate on social media. We also had our fair share of street marketing, placing posters up at universities and looking for failures on-site. It was then the time to organise the grand final gala: a live event on Instagram, in which we would announce the winners and give away a "tuno" musician cape, with our host, Alex Ayres, and a "tuna" band improvising the campaign's songs and rhymes.

Finally, to close the action, we travelled all the way to Aranjuez to organise the event in which the recipient of the Grand Scholarship was announced. This was a single piece shared on social media, marking the end of a new successful campaign in the history of Jumpers’ successful campaigns.