here to stay
Gen Z culture can feel ephemeral. Yet for the things that truly matter - inclusivity, equality and sustainability - they are the generation actually pushing for lasting progress. Here to Stay is a rallying cry for progressive values in the face of prejudice, discrimination, and closed-mindedness. Because our values are not “just a phase”. A music video (directed by Terence Neale and Emilie Badenhorst) and original track from the UK’s first openly gay rapper, Mista Strange, is the beating heart of the campaign.
The track became Mista’s most streamed on Spotify, and the campaign was awarded with a Wood Pencil at the D&AD.
