Joe Burger



How do you talk to millennials about money?



brand:

VICE Media


brief:

Create a new editorial brand from the ethos of VICE that speaks to 20 somethings about money. 


background:

Money is a terrible conversation topic generally. And for millennials it’s a bit rougher and weirder than in the past. Money is usually thought of as a personal topic, but the entire generation has a shared uncanny feeling that comes with living on the verge of peak capitalism. FREE was constructed as a means of talking about the end goal of personal finance (freedom from debt, work, wants & needs) and as a counterweight to consumerism. With bold absurdist colors and blunt language, FREE.vice.com was launched internationally in 2018 with GEICO, Ally Bank, Earnst & Young, and the National Association of Realtors on the docket as custom content partners.



























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