— PROJECT TYPE

Cannes Competition Submission

— BRIEF

Expand awareness, engagement and excitement around the A100 list to Gen Z

— CAMPAIGN GOALS

Drive traffic to A100 website, increase engagement and awareness, increase sponsorship revenue for the A100

— ROLE

Sr. Copywriter

— TONE

Optimistic, Gen Z, Empowering

— DATE

April 2026

Gen Z 🤝 Gold House. This is a project that gives me all the feels.

Gold House, the ultimate champion of Asian Pacific creators, companies, and influencers, invited us create a campaign that would shine a very important — and needed — light on their annual A100 List, where they highlight the most influential Asian Americans & Pacific islanders (AAPI).

My insight was led by the idea the unfortunate human truth that AAPI have to face: microaggressions. Specifically the dreaded question of “Where are you really from?” All too often, groups of AAPI are asked this question, implying that they don’t belong or aren’t “from America”, diminishing who they are and what they bring to the table (hint: it’s a lot!). That’s where we got the idea to flip this toxic language and use it as a way for members of the A100 List to share their incredible contributions with a chronically online (and TK) Gen Z audience.