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No production crews. No sets. No carefully orchestrated lighting setups. Just 286 young people from around the world with their phones, capturing life exactly as they see it.
JD's 2025 Christmas campaign, 'Where Are You Going?', does something most brands won't: it gets out of the way. Instead of trying to define youth culture, they handed over the camera.
The question is simple. The answers? Unfiltered, and brutally honest.
"I want to be famous. If that doesn't work, I'll just become a pharmacist."
"You can fail, you can make mistakes…but really, who cares."
"I'm scared we're not going to be friends in 10 years."
"I wanna have fun, times are changing – you get me."
No scripts. No corporate polish. Just the truth of what it feels like to be moving forward in 2025. This is what it sounds like when young people speak for themselves.
Among those 286 voices are people you know, but not the way you usually see them. Cole Palmer getting mobbed for photos while fans joke that the camera's facing the wrong way. Nemzzz in the club with his crew. Jade Thirlwall laughing between studio takes. Paddy the Baddy working with young fighters in a local gym. Myles Lewis-Skelly on the tennis courts. Stillryan on the streets, mic in hand.
The campaign also features Beta Squad, Chy Cartier, Jeremie Frimpong, Josh Baker, LeoStayTrill, Skye Newman, and Angry Ginge, each bringing their own energy to the mix.
But here's what makes this work: these aren't celebrity endorsements. They're parts of the same world they helped shape. Their moments sit alongside hundreds of others, from Tokyo to Berlin and beyond, forming a global gallery of youth today. The campaign's core message is clear: every voice, every story, every vertical clip shot on a phone moves in the same direction: Forever Forward.
Whether it's chasing platinum records or acing exam, building a business or backing your crew, the campaign captures ambition and connection in the way only young people can show it.
Neil Corrie, Marketing Director at JD, put it perfectly: "Young people today don't need to be told who they are, they're already showing us. JD's 'Where are you going?' isn't about them, it's made by them." 286 clips, one energy: Forever Forward. Your move, where are you going?
