name Taste America — it’s closer than you think brand: Integral is one of the pioneering agencies for Work and Travel to the USA based in Bulgaria. insight We delved into what it means to be Generation Z. People from this generation are generally regarded as tech-savvy and social media-friendly. They tend to overlook physical advertising on the streets. Other relevant characteristics include that they enjoy traveling and are very pragmatic. cultural insight The perception is that the USA is very far away. In reality, it is just a 12h flight from Bulgaria. Idea & execution We created prints that show the cities where students could work and one of the potentially attractive places nearby — a car drive away. We were inspired by the Google Maps UX design. We did around 800 different prints. It is navigation that also has a real-life distance in kilometers. With this approach, we are confident in reaching the target audience because for them it feels intuitive. It is a familiar and even natural for Gen Z-aged students to have a smartphone in their hands. So we bring the phone screen to the street and tell them in a straightforward manner: “Hey it is not that far away. You will see and experience stuff.