Snap’s consumer research team identified five key insights that broadly captured the perspectives of the Snapchat Generation. These themes and insights formed the core content for the campaign, fueling the creation of narratives, scripts, and messaging across the campaign. Furthermore, each insight was localized to cater to the specific regions where the campaign was launched, covering Australia, the U.A.E., the U.S. and Canada, the U.K., France, Germany, the Nordic and Netherlands regions, and Saudi Arabia.