# Youth-Led Holiday Campaigns Where are You Going? Showcases a Global Portrait of Young Creators By Amy Duong | Published 2025-11-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/where-are-you-going References: [instagram](https://www.instagram.com/p/DQv3oNrDdIf/?hl=en)  Where Are You Going? showcases a global portrait of young creators by compiling 286 self-shot clips captured entirely on [mobile phones](https://www.trendhunter.com/trends/i-made-a-mixtape-for-you) for [JD’s](https://www.trendhunter.com/trends/family-campaign-1) 2025 Christmas campaign. The project hands full creative control to young people across multiple countries, resulting in vertical footage that documents ambitions, friendships and day-to-day experiences without production crews or staged environments. The material ranges from music sessions and sports moments to candid reflections on future goals, forming a cross-section of youth culture presented in their own words. [Familiar athletes, musicians and creators](https://www.trendhunter.com/trends/why-do-it-ad) appear as part of the broader group rather than featured talent, reinforcing the campaign’s focus on community. The film uses the visual language of a phone gallery to merge stills and video into a continuous stream of real-life moments. The approach shifts JD’s holiday storytelling toward user-directed narratives that prioritise authenticity and cultural context. The campaign positions mobile footage as both a creative tool and a record of how young people define their own direction. Image Credit: JD ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 54% | Activity: 60% | Freshness: 54% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### What Makes This Trend Stand Out - **User-directed Narratives:** Allowing young creators full creative control results in authentic storytelling that resonates deeply with audiences. - **Mobile-centric Content Creation:** Utilizing mobile phones for campaign production democratizes the creative process and elevates everyday experiences to professional-grade content. - **Community-focused Storytelling:** Highlighting broader community involvement shifts the focus from individual stardom to collective cultural expression. ### Sectors Adopting This - **Digital Advertising:** Revolutionizing advertising with mobile-shot, user-led content opens new avenues for engaging younger demographics. - **Content Creation Platforms:** Empowering creators with mobile tools and distribution channels transforms how content is curated and consumed. - **Youth-centric Marketing:** Tailoring campaigns to authentically represent youth culture and community fosters deeper connections with the target audience. ## Related on Trend Hunter - [Cocktail-Themed Holiday Campaigns](https://www.trendhunter.com/trends/aperolidays.md) - [Sound-Localizing Smartphone Cameras](https://www.trendhunter.com/trends/soundcam-go.md) - [Body Wash Holiday Giveaways](https://www.trendhunter.com/trends/happy-ollydays-giveaway.md) - [Thanksgiving Run Burrito Campaigns](https://www.trendhunter.com/trends/qdoba-turkey-trot-challenge.md) - [Festive Fairytale Campaigns](https://www.trendhunter.com/trends/gift-happily-ever-after.md) - [Charitable Holiday Initiatives](https://www.trendhunter.com/trends/ronald-mcdonald-house.md) - [Human Trafficking Awareness Campaigns](https://www.trendhunter.com/trends/bodybar-pilates.md) - [Game-Inspired Energy Drink Campaigns](https://www.trendhunter.com/trends/monster-energy1.md) - [Snack-Themed Mascot-Inspired Campaigns](https://www.trendhunter.com/trends/prince-cheddward.md)