Japan is no stranger to using popular culture to educate people. In a move to get the country's young women to pay more attention to their sexual health, the government is incorporatingSailor Mooninto its latest campaign, hoping that entertainment can boost awareness.

Episodeis a mobile game that creates versions of popular TV shows and movies for mobile, translating them into choose-your-own-adventure animations. Rather than pioneering new stories,Episodeis renewing old narratives with a mode of storytelling that suits Gen Z media habits.

With the volume of content increasing and attention spans dropping, entertainment brands are under pressure to find new ways to engage with Gen Z. With 2.5 million subscribers on YouTube, Brat has succeeded in creating original TV shows that are relatable and available to an audience on-the-go.

As banner ads and billboards struggle to draw attention, brands are increasingly adopting novel forms of advertising to engage people. Gamification offers one solution by rewarding ‘players’ for their active participation. How can brands use these adverts to build stronger bonds with audiences?