286 Young People Take Over JD’s Christmas 2025 Campaign

The end of the year always brings reflection — on how far you’ve come and where you’re headed next. As Christmas approaches, JD is asking the next generation one question: Where are you going?

Shot entirely on iPhone and told through their own lens, the campaign spotlights 286 young people in a self-shot iPhone campaign, JD celebrates as they capture the moments that drive them forward—from road trips to corner shop chronicles to record-breaking achievements and exam-day wins. It’s an honest snapshot of a generation moving with purpose, in their own way.

Familiar faces make an appearance too, including Jade Thirlwall in the studio, Nnemzz surrounded by his boys, and Cole Palmer stopping for pictures with his fans — each showing the unfiltered energy that defines youth culture right now.

Young people today don’t need to be told who they are—they’re already showing us.” says JD’s Marketing Director. “JD’s ‘Where are you going?’ isn’t about us, it’s made by them. It’s their voice and their direction. This is youth culture, not as a trend to follow, but as a movement to believe in.”