Social media platform Snapchat on Tuesday released its new global business-to-business campaign, Meet the Snapchat Generation, which will run across broadcast, print and digital platforms.

The first spot features both Snapchat users as well as brand representatives who discuss how the platform allows them to reach consumer groups they specifically want to target. According to Snapchat, the Snapchat Generation are not a specific marketing cohort, such as millennials or Gen Zers, but rather a psychographic that shares a certain state of mind.

“It’s a group of people who fundamentally believe in the power of visual communications in connecting with their close friends,” Snapchat Chief Marketing Officer Kenny Mitchell told Campaign. As well as having an affinity for the format of Snapchat, he said its users were especially socially conscious. “They have this notion that they believe they have the power and responsibility to change the world.”

The campaign was created in-house by Snapchat with an assist from creative agency SpecialGuest. The spot launches in the U.S., Canada and Australia starting Tuesday, starts in the U.K on Aug. 17 and moves to the rest of Europe, the Middle East and North Africa on Aug. 24.

READ MORE: Campaign, The Drum


Client: Snapchat

Agency: SpecialGuest

ECD: Aaron Duffy

Account Director: Tazri Afrin

EP: Andrew Geller

Producer: Lauren Moroz

Project Manager: Molly Brunk

Creative + Art Director: Rinee Shah

Creative Director + Copywriter: David Ebert

Content + Sourcing Manager: Chloe Villanueva

Content + Sourcing Coordinator: Katherine Chung

Production: SpecialGuest

Director: Tucker Bliss

Producer: Nancy Marks

1st AD: Ryan Ramos

Tech. Manager: Joshua Douglas

Tech Assistant: Nate Gibson

Webinar Coordinator: Ethan Christy

Post Production: SpecialGuest

Post Producer: Madison Brigode

Editor: Nate Buchik

Editor: Chelsey Blackmon

Editor: Jonathan Vitagliano

Animator: Djeison Canuto

Animator: Craig Davis

Audio Mix: Antfood

Client: Snapchat

Executive Producer: Tim Newfang

Producer: Chloe Schulberg

Producer: Juliana Polidor

Head of Global Brand Marketing: Shachar Scott

Sr. Global Brand Marketing Manager: Nicole Longo

Associate Creative Director: Tommy Petrov

Copywriter: Brynn Cahalan

Tags: snapchat specialguest

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