Fortunately Rejected
Discovery
Gen Z experiences rejection more frequently than any previous generation—through jobs, internships, scholarships, apartments, and dating apps.
As we spoke to students and job seekers, we noticed something surprising:
People don't read rejection emails anymore.
They just look for one word:
"Unfortunately."
Idea
If companies have to reject people, the least they can do is make it more human.
FORTUNATELY REJECTED challenges brands to rethink rejection by letting people choose how they want to receive bad news and by turning rejection into small moments of support.
A rejection email could unlock:
a coffee discount
a therapy app trial
a gym pass
a small reward from a participating brand
Execution
The campaign launched with a kinetic typography film built from overlapping rejection emails.
It extends conceptually through:
Social activations and polls
A website where users upload rejection emails
A live rejection counter
University posters
Brand partnerships that turn rejection into rewards