The leading retail chain Maxima grew up with Lithuania. As a result, celebrating its 25th anniversary, Maxima turned to the generation of its peers. This celebration aimed at getting to know this generation and reveal its best features which were intrinsically related to the previously inaccessible freedom of choice.
The project was meant not as an advertising campaign, but rather as an inspirational project, encouraging to live, create and grow in Lithuania, as Maxima did. It is an integrated communication project whose content was developed and disseminated through the brand ambassadors, and their inspirational stories being published through a variety of channels – owned, gained and paid.