Costa asked to create a campaign that showed how their extensive range of innovative products and services could seamlessly blend into their GenZ audience’s unique and complex lifestyles.

Forget hashtag challenges. The campaign serves up the individual’s perfect Costa experience based on their TikTok browsing history, via in-feed ads on their For You Page. It’s brought to life via a collection of ‘FYP Decides’-style videos – a popular TikTok format where a person’s algorithm makes a choice for them through the content it serves them.