YoungCapital and ACE launch Boost Your Boomer campaign

Date
January 13, 2025

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Boost Your Boomer 1

Gen Zers in the workplace are spoiled, lazy and lack work ethic - or so their Boomer colleagues believe. But what if the jaded Boomers, rather than Gen Z, are the problem? That is the premise of the integrated ‘Boost Your Boomer’ campaign, developed by youth employment agency YoungCapital and ACE. 

Cultural insight

Contrary to popular belief, Gen Z is working more than ever. They are redefining the rules of the modern job market amid economic uncertainty and rapid technological change. Additionally, new research by YoungCapital shows that Boomers view Gen Z much more negatively than vice versa. YoungCapital believes this gap has to be closed further, as Boomers desperately need Gen Z to thrive in the workplace.

The Campaign

‘Boost Your Boomer’ is both an encouragement for young people and a wake-up call for all older generations. In a campaign video directed by international talent Angelo Cerisara (Hamlet), we witness—through an absurdist lens—what happens when Boomers are exposed to youthful energy in the workplace. To mark the campaign, 150,000 ‘Gen Z infused’ BOOOMer Energy Drink cans have been produced. The campaign will also be featured on social media, in print, on the streets and via influencers.

Video · Campaign film

‘Angelo's cinematic yet awkward style adds a strong layer of irony that resonates with the Gen Z audience. The result is a striking little world somewhere between The Office and Gucci.’

Rogier de Bruin, Executive Creative Director at ACE, comments: ‘I have been working with YoungCapital for nearly eight years, and I love that we are always pushing boundaries. This campaign marks a new phase for the brand, as we are using original products and services to make an impact. For BOOOMer Energy Drink, young people donate their energy to help older people keep up a bit. It’s a drink for the workplace designed to encourage better cooperation. There is only one youth employment agency in the Netherlands that could pull this off’

This campaign reaffirms YoungCapital’s position as the ally to young talent at work. ‘Every generation complains about young people, but in my nine years at YoungCapital, I’ve never seen it happen as much as I do now l. The idea that young people don't want to work is really nonsense. Of course, this generation viewswork differently - the world has changed drastically for them. For example, where you could once buy a house on a single salary, these days starters struggle even with two average incomes. This forces young people to view work differently, and they are working more than ever. With this campaign, we give that young energy a stage - a positive counter-narrative to all the complaining,’ said Deni Barisic, Head of Brands at YoungCapital.

Check out the full case
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