Background: In Hong Kong, no matter what the society or the older generation, they believe that the youngsters, the post 90s, who are not hardworking, and cannot overcome hardships.Insight: In fact, new definition of youngster’ hardship is created, as they are suffering in mental, stressful and intangible hardship, no longer in physical and labour. Their hardship experiences are unique and personal, it can only be understandable by the young generation.Strategy: GET: The youngsters, the post 90s, who was suffering from hardshipTO: Understanding that Heroes Beer co will overcome the suffering together with themBy: Telling them those who understand you will understand.Creative idea: The creative idea is based on the suffering that experienced by the post-90s generation. Presenting a statement “The hardship that the post 90s suffered, give strength to become a hero to overcome numerous of difficult situations.” With a tagline: We don’t see these as suffering(我地唔覺得呢啲叫捱)