WAY.ORG

The WAY campaign features collaborations with international business mogule Sir Richard Branson, Tech pioneer Iddris Sandhu, Author/Atlanta business mogule Melissa Proctor, and Rapper/Political activist Killer Mike. As a part of The Weeknd's 2025 US tour, signage systems were installed across major cities in the United States including Chicago, Atlanta, New York, and Los Angeles. The OOH (Out-of-home) campaign featured bold billboard designs encouraging introspection and the possibility of self-determination.

Through the WAY website and various social channels, we built a dedicated audience of young aspiring professionals seeking a new means of success fit for the contemporary working landscape. Partnering with various organizations, we promoted and connected these organizations with our audience to further the career potential of Americans across the country.

Final deliverables included a centralized website connecting recruiters and mentorship programs with the growing WAY community, alongside our Out-Of-Home signage campaign and social media content. Additionally, a UGC tour booth was built to join The Weeknd along his 2025 tour allowing us to connect directly with our intended audience through a series of video prompts. Our community became a part of our mission, contributing directly to our media cycle by sharing their own thoughts around ambition and redefining success.

The campaign received national coverage from numerous media outlets, praising the WAY philosophy of resilience and returning to the ideals of American acceptionalism. Promotional events and workshops have been held in major cities across the United States (Los Angeles, New York, Atlanta, Chicago, etc.) to further engage American youth in their newfound opportunity structure.

Exponential signups for the WAY campaign's partners began after the campaign picked up traction. Atlanta, acting as the defacto central hub for WAY, has engaged in numerous collaborations with local businesses and emerging artists as a means of furthering WAY's commitment to unity, solidarity, and innovation through ambition.