BUFFY & I

Problem: To battle depression in Gen Z.

Insight: In a world where media highlights 

negativity, sincere acts of kindness stand out.

Concept: Kindness glows in the dark.

Execution: Tackling Gen Z depression via kindness by encouraging them to build a

foundation of small acts of kindness in everyday life. 

Mediums used: book, wearable, and app.