For years, Amita Motion has owned one thing: positive energy and the power of music. The brand exists to uplift young people, to remind them that life can feel good. But in 2024, that mission hit a wall.

Young people in Greece weren’t just struggling - they were collapsing under the weight of their own anxiety. 59% reported intense stress or depression in the past year, and only 14% said they felt happy. This wasn’t a rough patch. This was Gen Unwell – the most mentally exhausted generation Greece had ever seen.

And the proof was everywhere. TikTok, a platform built for joy and creativity, had become a diary of despair. Videos tagged #crying had racked up millions of views. Teenagers filmed themselves sobbing over breakups, talking about hate comments they’d received, venting about loneliness and stress.

But here’s what we knew: music still mattered to them. 67% of Gen Z listen to music specifically to lift their mood. It was one of the few tools they had left. So if music was their remedy, and Amita Motion was the brand built on music and positive energy, we had to do something bigger than just another campaign. We had to meet them in their pain and show them a way out.

That’s how Beat Your Blues was born. We went directly into TikTok and found real videos of young people at their lowest - a boy talking about a cruel comment, a girl crying over heartbreak, voices shaking with stress. Then we did something they’d never expect: we turned their pain into music.

We partnered with some of Greece’s biggest artists and gave them one brief: take the audio from these videos and transform it into uplifting beats. The sounds of crying became rhythms. The sighs became melodies. We wrote positive lyrics over them. We literally created beats that could beat the blues.

The tracks launched on TikTok and spread fast. Young people engaged, shared, and created their own versions. We worked with influencers who openly shared their own mental health struggles and how music helped them through it. The campaign reached 1.2 million people – 75% of our potential audience – and generated 6.3 million impressions. And on Amita Motion’s annual Positive Energy Day, these songs were performed live in front of thousands.

We turned their pain into something they desperately needed: a reminder that positivity is still possible. Sometimes you just need the right beat to find it.