TryOut
Cannes Young Lions Competitions
Project Info:
Reckless is a community-driven streetwear clothing brand built for people who feel disconnected and in search of belonging. More than clothing, it creates a space where identity is shaped through real-life experiences.Problem: We live in the most connected era in history yet people feel more isolated than ever.
Challenge : Reduce loneliness among Georgian middle-aged audiences by encouraging a shift away from passive screen time toward real-life connection and meaningful experiences.
Objective : Turn passive digital consumption into active participation using Reckless as a catalyst for real-world interaction and social connection.
In Collaboration with: Anka Koiava