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Buzzbrothers•cool creative collective•
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MIB

How to disrupt a global employer-brand communication to emotionally connect with GenZ talent?

Communication
Aftermovie

Key metrics.

Willingness to work at JTI increased from 59% to 78%

MIB awareness increased from 19% to 26%

3.7K participants attended the 5th edition

60M reach achieved

319M impressions generated