Owen Thiele Chats with Chicagoans to Delve Into the World of Gen Z Online Behaviours and Attitudes

Whalar unveils new creator-led campaign Firefox, the privacy-preserving browser created by Mozilla. As part of their “Nothing Personal, Just Browsing” campaign, Firefox is launching “Frank Conversations” a lively, provocative interview series that brings humour, charm, and frankness to relatable conversations about living on the internet and personal privacy.

Hosted by lifestyle, comedian and entertainment creator Owen Thiele, our charismatic host chats one-on-one with Chicagoans to delve into the world of gen Z online behaviours and attitudes—all while enjoying some classic Chicago fare in a vibrant if not gaudy diner setting. The show pairs candid, sometimes controversial discussions about online privacy, social media identity, and digital security with the casual atmosphere of the restaurant and bold humour of the host.

Firefox wants to tap into the open and honest way gen Z celebrates a life online. As the first generation to truly grow up on the Internet, gen Z has a unique perspective on what it means to navigate online privacy, security, and identity. And to be frank: the series underlines Firefox’s message that users can enjoy the internet without giving up their personal data. After all, Firefox puts people’s privacy over profits, ensuring that people do not have to sacrifice their personal data for the sake of convenience or browsing performance. And Firefox chose Chicago for the setting to capture the boldness and approachability of the city because it's diverse, bustling, free-thinking and big on keeping it real. 

“For over 25 years, Mozilla has been a brand centred around making the internet a safer, bolder, and more joyful experience. By supporting exploration and secured browsing, for whatever you do online, Firefox is empowering fans to spark bold, and maybe even daring, conversations about data privacy after a lifetime of being extremely public online”, said Rebecca Smith, director of communications at Mozilla. “We’re thrilled to partner with Owen Thiele to bring this campaign to life and showcase the importance of privacy in the digital age.” 

To bring this digital series to life, Firefox by Mozilla enlisted key agency partners including - Whalar, the global leading full-service Creator agency and By the Barkers, the campaign production partner.