TurboTax Goes Full Horror to Help Gen Z Confront Tax Anxiety
Project Overview
85% of Canadian Gen Zs experience stress and anxiety when it comes to doing their taxes. They’re twice as likely to be self-employed and feel like they’ve got to figure it out all on their own. TurboTax has the solutions they need; we just needed to convince them not to face their fears alone. The "Undone" campaign aimed to cut through the noise by delivering a message of understanding and hope through a medium that resonates deeply with Gen Z: horror.
Challenge and Execution
The challenge was to convince Gen Z to face their tax anxiety for the first time. Traditional tax messaging doesn't resonate with this demographic. Research showed that Gen Z's world is heavily influenced by aesthetics, a fascination with the obscure, and a preference for escapism, often with a hint of the macabre. To address this, we developed "Undone," a short horror film that personified tax anxiety and its potential consequences. The campaign featured a high-quality horror film, with its trailer released in Cineplex theaters across Canada and on social media, the film submitted to midnight film festivals, and the full version released on social media and YouTube.
Results
1.7M
completed video views
26M+
social and traditional media impressions
