Make a cool video, get likes on YouTube, and with those likes buy a car. A good one, right? JWT Amsterdam makes that thought reality and drops an innovative campaign for Opel with the purpose of targeting millennials by turning social media into currency.

Adrian Rossi & Alex Grieve: “Inside all of us there is a lazy gene. This idea appeals to that. Why go through the hard yards of coming up with an advertising campaign when you can get hundreds of other people to do the work for you? This is a frigging genius use of the ‘Like’ button. Question is, is this the future of how we pay for things? Obviously, coming up with this idea in the first place was a monumental effort.”