Media company VICE has partnered with Dentsu Aegis for an upcoming millennial mentorship video series, titled Illuminated.
The six-part series, presented by Nissan’s popular small SUV, the Nissan QASHQAI, focuses on giving young people useful mental tools for success.
Illuminated will be split into two separate ‘streams’; one which focuses on Mind and the other on Matter.
The series will explore the common struggles and scourges for the youth of today.
It will demonstrate how technology and psychology can help them move forward and follow their passion.
The Mind series of videos will examine the psychological roadblocks millennials face, providing a fresh perspective on how to overcome them—covering concepts like Imposter Experience and Fear of Failure.
Matter will be a series of masterclasses designed to help young Australians navigate their path to success more easily.
At under two minutes, they will be short, sharp and invaluable for time-poor millennials.
Illuminated kicks off with chef Attica and Mastchef’s Kylie Millar, followed by Ted Talks/NASA collaborator and body architect Lucy McRae, and popular Australian dance-punk duo DZ Deathrays.
Illuminated will be amplified across VICE’s digital and social channels, including Snapchat Discover.
Rebecca Williams, General Manager Brand and Communications at Nissan Australia said, “Too often when marketers think of digital marketing the focus is entirely on direct response marketing or programmatic offerings.
“While these are important tools in our arsenal we are also excited by the opportunities digital platforms present for branding.
“Through content partnerships, such as the one we have undertaken with VICE, we can tap into an authentic voice to add value and create meaningful connections with our audience.”
Hannah Murphy, Senior Strategist VICE AUNZ added, “At VICE we aim to give our readers a unique point of view on the issues that matter to them.”
“There’s already so much career advice out there, and still many young people feel paralysed in taking their next step.
“So rather than telling our audience more of what they could and should be doing with their careers we decided to tackle the psychological roadblocks that stop them from following their dreams instead.”
Watch the Illuminated series here.
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