Returning to the office and the mindless chore of meal prepping your work lunches are leading to a dire condition, Post-Holiday Acute Aggravated Rebound Condition, or PHAARC (pronounced… well you get the idea). This ‘diagnosis’, resulting from the struggle of transitioning from holiday mode to work mode, often results in sudden, inappropriate bursts of vacation behaviour. Symptoms include wearing Hawaiian shirts in the office, watercooler-phobia, sprinkling into conversation exotic phrases picked up abroad…
…and aaargh – password amnesia.
But Youfoodz’ wholesome, hassle-free meals can cure the (fictional) condition. With Youfoodz, time-strapped professionals don’t need to worry about meal prep.
Saatchi & Saatchi Australia has seized the (January) moment to give Youfoodz a purpose that’s palpable, and remind Aussies that Youfoodz is ‘real food for the real world’, with a commercial that parodies old school pharmaceutical advertising.
Chloe Painter, director – brand marketing ANZ at Youfoodz, stated, “We’re shining a light on the reality of returning to work after the holidays – and having a little fun with it. PHAARC captures that post-holiday struggle we all know too well, and reminds Aussies that while the transition can be tough, meal prep doesn’t have to be. Youfoodz is here to make nourishing, great-tasting food effortless, so you can focus on getting back into the swing of things”.
Avish Gordhan, chief creative officer at Saatchi & Saatchi Australia, added, “January is a strange time. People are back at work physically. But mentally, it takes a while to convince the mind to get off the beach towel and circle back to those red-flagged emails. We wanted to capture that awkward truth and acknowledge the habits that are part of getting back into the working world. PHAARC is our tongue-in-cheek diagnosis of this and a playful reminder that, when it comes to food, a return to reality can be easy and satisfying with Youfoodz”.
The campaign, produced by Clockwork, launched across TV, OOH, social and digital on January 5, the first day back at work for many Australians.
Credits:
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officers: Mandie van der Merwe & Avish Gordhan
Creative Director: Michael Barnfield
Creative Team: Rosita Rawnsley-Mason & David Govier
Group Account Director: Claire Thompson
Account Director: Isabel Corlett
Account Executive: Sophie Stitt
Head of Strategy: Tim Mottau
Designer: Sophie Whitehead National
Head of Production: Michael Demosthenous
Integrated Producers: Emily Coleman & Jodie Wright
Media: Initiative
Client: Youfoodz
Andreas Dinkel: Chief Marketing Officer ANZ
Chloe Painter: Director – Brand Marketing ANZ
Elle Fleming: Youfoodz Brand Lead
Josh Anderson: Senior Marketing Manager
Sam Perrone; Senior Marketing Communications Associate
Film Production: Clockwork
Director: Harrison Woodhead
Executive Producers: Aborah Buick & Katie Trew
Producer: Josh Nicholas
DOP: Dimitri Zaunders
Editor: Matt Maunsell
Casting: i4 Casting
Sound Audio Post Production: Studiotonic
Sound Design & Mix: Jackson Lister
Audio Producer: Laura-Leigh Smith
