Boost Your Boomer

Of all the challenges associated with modern workplaces, the generation gap is one of the biggest. With their boundless energy and digital nous, it’s no surprise that Gen Z can get frustrated with the slower pace of their older colleagues. But a new campaign for recruitment agency Young Capital - Boost Your Boomer - presents a surreal solution to power up boomers’ productivity and restore intergenerational harmony in the office: a new energy drink derived from Gen Z’s donated bodily fluids.

The tongue-in-cheek campaign was created by Amsterdam-based agency ACE to promote Young Capital’s limited-edition energy beverage, BOOOMER - a real product (albeit featuring more conventional ingredients), as part of the job agency’s vision to go beyond traditional brand awareness campaigns.

Boost Your Boomer is led by a surreal 80-second spot, stylishly directed by HAMLET’s Angelo Cerisara, which imagines the drink’s rather gruesome origins - as well as its potential to unite two generations - with a blend of body-horror and deadpan comedy.

The action opens on a dystopian underground lab, where futuristically-clad youngsters are hooked up to drips, siphoning off fluorescent liquid from their own arms to be canned and distributed as the official BOOOMER energy drink. As middle-aged office workers glug down the beverage, its invigorating effects soon become clear: powering boomers to keep up with their Zoomer colleagues in ever-crazier situations, culminating in an office rave and the tagline ‘Work needs new energy’.

Set to a pulsing techno soundtrack to match the pace and energy of the edit, the film is a comic reflection of the frustrations and frictions of cross-generational working - as well as a reminder to Young Capital’s Gen Z audience that boomer colleagues need a little help.

This campaign reaffirms YoungCapital’s position as the ally to young talent at work.
The campaign will run across social media channels, print, outdoor, including an influencer campaign in The Netherlands. As part of the campaign, 150,000 ‘Gen Z infused’ BOOOMer Energy Drink cans have been produced.