When most marketing agencies talk about Gen Z, they do it from boardrooms and spreadsheets. Mosea talks to them from the front row of college bars, dorm rooms, and student unions.
Founded in Toronto, Canada, Mosea started as a small team with one big mission: to help brands earn real attention from students, not just impressions. What began as a local ambassador program quickly snowballed into one of North America’s most powerful Gen-Z marketing engines. Now, Mosea is taking American college campuses by storm, building one of the largest student ambassador networks in the United States and reshaping how brands connect with young audiences.
What Makes Mosea Different
Mosea isn’t your average marketing agency. It was built by Gen Z, for Gen Z. The company’s founders, Luke De Haas, Colin Lee, and Aidan Tighe, saw firsthand how traditional marketing fell flat with their peers. The banners, hashtags, and polished ads didn’t move students; their friends did.
That realization became Mosea’s foundation. Instead of pushing brand messages from the top down, Mosea connects brands through the students who shape campus culture from the inside out. Their mission is to build trust between brands and students through authentic experiences, not ads that vanish in a scroll.
“All through university I watched countless brands try their luck with marketing to students,” says Tighe. “But the stuff that stuck wasn’t paid ads, it was the moments we shared, the products our friends actually used, and the brands that felt like part of our world.”
Mosea’s rapid rise and innovative approach to Gen-Z marketing earned the founders a spot on Forbes’ 30 Under 30 list in 2023, marking Mosea as one of the most exciting youth-driven agencies redefining how brands reach the next generation.
The Banana Bar Crawl: Where Brand Marketing Goes Bananas
If you’ve seen a thousand students dressed as bananas parading through a college town, chances are you’ve stumbled into The Banana Bar Crawl, one of Mosea’s flagship events.
What started as a wild idea for a themed night out became one of the most creative marketing vehicles in North America. The event brings together thousands of students, local venues, and national brands in one unforgettable experience that blurs the line between party and promotion.
Behind the chaos lies a brilliant strategy: give brands a way to live within campus culture. From branded giveaways and pop-up activations to student-led content, the Banana Bar Crawl has become a gold standard for immersive, word-of-mouth marketing.
Fireball, Pabst, Happy Dad, and Celsius are just a few of the brands that have tapped into the crawl to generate thousands of organic posts and real-world impressions. By transforming a night of fun into a viral marketing platform, Mosea has helped brands become part of the stories students tell… not the ads they ignore.
Events That Shape Student Culture
The Banana Bar Crawl is only one piece of the larger picture. Mosea’s calendar includes Canada’s largest St. Patrick’s Day celebration, island music festivals like SunDowner, and a growing lineup of American events that span from Penn State to UCLA.
Each one is built around the same principle: Gen-Zers are the most powerful storytellers on the planet. When they connect with a brand authentically, through shared moments, laughter, and community, that brand earns loyalty money can’t buy.
These events are more than marketing activations; they’re cultural experiences that embed brands into student life and give them credibility in places algorithms can’t reach.
The Power of Mosea Ambassadors
At the heart of Mosea’s success is a handpicked network of student ambassadors; thousands strong and rapidly expanding across U.S. campuses.
But unlike other agencies that onboard anyone with a student ID, Mosea is selective. Each ambassador is chosen for their leadership, authenticity, and ability to move culture on campus. They’re leaders, organizers, club presidents, and creators who already have their peers’ trust. “We focus on students who shape campus culture, not those chasing brand deals; real campus influence isn’t about follower count, it’s about who actually moves their peers,” explains Matt Ingram, Marketing Manager at Mosea.
Before joining, every ambassador goes through an “authenticity audit.” The team learns who they are, what brands they love, and where they have real influence. “This ensures campaigns are powered by genuine excitement, not empty promotion”, says De Haas.
That’s why Mosea activations outperform traditional influencer campaigns, because they’re rooted in relationships, not reach.
Taking the U.S. by Storm
After dominating the Canadian market, Mosea’s next chapter is unfolding across the United States. From California to Pennsylvania, the agency is embedding itself in American college towns, partnering with top-tier brands to launch high-energy, on-campus experiences.
“Our U.S. ambassador network has grown faster than any previous market expansion, already reaching thousands of students in less than a year.” Explained Noah Battaglia, Mosea’s Head of Partnerships.
With its mix of cultural fluency, campus partnerships, and influencer strategy, Mosea is quickly positioning itself as the go-to agency for Gen-Z engagement in America.
Brands that want to win over college students are realizing something simple: to reach them, you can’t just market to them…you have to be among them.
And that’s exactly where Mosea thrives.
The Future of Gen-Z Marketing
As Mosea continues to expand across U.S. campuses, its vision remains rooted in the same principle that sparked it all: authenticity scales. Real people create real influence, and brands that earn student trust today will own the next generation tomorrow.
From a small startup in Toronto to a continent-spanning force in experiential marketing, Mosea is proving that Gen-Z doesn’t just want ads, they want experiences worth talking about.
And right now, the conversation is louder than ever.
