Gen Z perspectives: WOG creative pitch and Thunderbolts' shocking rebrand

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week’s buzz was all about the agencies that slayed the Whole of Government creative pitch, American Tourister's killer collaboration with Squid Game, and Marvel Studios' Thunderbolts* pulling up with a wild new look. 

Hooked? Hit play on the video or scroll on to read more. 

Don't miss: Gen Z perspectives: Eugene Lee's new role & the rise of plushies

1. WOG concludes creative pitch with 66 agencies making the cut

The Ministry of Communications and Information's (MCI) whole of government creative pitch has resulted in 66 agencies making the cut and ending up on the roster. This is down from the 141 agencies that entered the pitch process in mid last year.

The contract is for a period of 36 months, with the option of extension for one or more periods up to a maximum of 24 months.

Read more here.

2. Travel gets deadly stylish in American Tourister’s Squid Game tie-up

American Tourister is inviting fans to "join the game" in its latest collaboration with Netflix’s hit series Squid Game, timed ahead of the show’s highly anticipated third season dropping on 27 June. The travel brand has launched a limited-edition luggage collection inspired by the Korean thriller, alongside a campaign that reimagines the series' infamous invitation moment as a real-world fan experience.

At the heart of the campaign is a cinematic spot where everyday individuals receive mysterious cards in unexpected places before chasing masked guards towing the exclusive travel pieces.

Read more here.

3. Marvel Studios ditches 'Thunderbolts' for 'The New Avengers' in bold post-release stunt

In an unexpected branding move, Marvel Studios has rebranded its latest antihero ensemble film Thunderbolts* as *The New Avengers, just days after the movie’s theatrical release. 

While some fans applauded the meta-reveal and guerrilla-style marketing, others were less convinced. Critics on social media labelled the rebrand a reactive move, suggesting it signalled weak audience interest and a reliance on the Avengers brand to salvage attention. Others argued the focus should have been on tightening the film’s story arc rather than revisiting its title.

Read more here. 

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