Millennials are drowning in credit card debt used to cover rent, groceries, and childcare, yet the category kept selling them the same tired testimonials and empty promises of "financial freedom." MMI needed to break through with almost no brand awareness and a limited budget. So we built "Do Debt Differently," a campaign that uses humor and distinctive, relatable situations to show people a genuinely different way to take control of their debt. Backed by primary research into what actually motivates this audience, the campaign ran across OTT/CTV, Meta, and YouTube in nine targeted markets. The results speak for themselves: 253,300 landing page views, an 8.2% lift in brand awareness among 18-34 year-olds, and a 33% higher CTR in targeted states versus non-targeted ones.