The Challenge

Gen Z doesn’t just care about social issues—they want the power to do something about them. But “peace” is abstract. It’s hard to wear, hard to post, and hard to share. Our challenge: turn a complex value into a Snap-native experience that feels fun, tangible, and easy to amplify.

Why This Matters

Today’s youth are digitally active but impact-hungry. They want their values to appear in ways that feel authentic, easy to share, and truly actionable. They’re not looking for campaigns that are performative or preachy—they want quick, creative, mobile-first experiences that make social expression effortless. This campaign bridges personal expression with real-world impact, meeting Gen Z where they already create, connect, and amplify culture.

Why Jaden Smith?

Jaden Smith is the voice of Gen Z—creative, socially conscious, and culturally influential. Known for turning advocacy into action, his authenticity makes peace feel relevant and shareable. Leveraging his influence bridges Snap’s platform with youth activism, transforming awareness into real-world impact.

Pass the Peace

Jaden invites viewers to share their moments of peace for International Peace Day. Users create and post content that reflects what peace means to them, flooding Snapchat with positive, user‑generated stories that take over the algorithm.

Mural Unveiling Activation

The campaign peaks with the Peace Mural reveal on Melrose Avenue—designed with Jaden and young LA artists. This AR‑enhanced mural turns a real‑world moment into a shareable digital experience, blending community engagement with viral online impact.

Jaden’s Time Requirements

This 10‑day timeline maps Jaden’s key moments—from launching the UGC challenge, to unveiling the mural, and closing with a recap video that captures the campaign’s impact.

CAMPAIGN EXECUTION BUDGET — $271K TOTAL
Our $271K plan strategically balances production, amplification, and Jaden Smith’s star power.

$68K fuels youth‑led mural creation and AR experiences
$28K drives targeted amplification
$175K secures Jaden’s influence and on‑site appearance

This investment blends cultural authenticity with high‑visibility impact, ensuring the campaign resonates online and offline.

Snapchat Revenue Opportunity — $3.6M Potential

This campaign has the power to generate an estimated $3.6M in gross revenue through Snap‑native monetization streams. Projected earnings include $3M from Bitmoji merch, $200K from AR Lens sponsorships, $399K via Snapchat+ subscriptions, and $50K from local Snap Map activations—turning cultural impact into tangible financial returns.

$2M Net Profit Potential
Small investment. Big return.
Snap’s ecosystem turns cultural impact into $2M net profit.

Why This Campaign Wins for Snap

With low barriers to profitability and proven revenue streams, this campaign mirrors past benchmarks while tapping into cultural relevance. “Pass the Peace” isn’t just feel‑good—it’s strategically sound and built for Snap’s ecosystem.

Empowering Gen Z to Act

“Pass the Peace” turns Gen Z’s values into shareable Snap moments.
On International Peace Day, Snapchat bridges digital expression and real‑world change.

Bitmoji Merch That Turns a Message Into a Movement

I designed retro-inspired Bitmoji shirts, including ‘Peace Mode’ and ‘Pass the Peace,’ transforming the pitch into a tangible cultural statement.
These designs gave our Jaden Smith x Snapchat campaign a shareable, wearable identity for International Peace Day.