ELEM
We Are the Kids of 2020
This campaign for ELEM, an Israeli nonprofit supporting at risk youth, was created to raise awareness and donations following the mental health crisis among teens after COVID-19.
We reimagined one of Israel’s most iconic songs: “We Are the Children of Winter ’73” - originally written about a generation shaped by war. In our version, the lyrics were rewritten to reflect the emotional toll of the pandemic on today’s youth.
The song, titled “We Are the Kids of 2020,” was performed by popular teen influencers and shared across social media and national TV.
The song, titled “We Are the Kids of 2020,” was performed by popular teen influencers and shared across social media and national TV.
With its raw honesty and cultural resonance, the campaign sparked national conversation and led to a significant increase in donations.
From Screen to Feed
A curated selection of social and digital content from the brand’s evolving visual world
