The challenge
Reinforce YoungCapital’s commitment to a generation that’s rewriting the rules of tomorrow—celebrating their ambition, drive, and most importantly, their boundless energy to learn, create, and grow. In an industry increasingly crowded with competitors echoing the voice YoungCapital established, it’s time to disrupt the category once again. With The Future is Young, we celebrate the unique qualities of Gen Z and amplify them through bold drops. This time, we’re spotlighting their unmatched energy. By moving from simply speaking to this generation to standing united by their side, we share their vision and champion their potential every step of the way.
Video · Campaign film
The insight
The labour market has shifted, creating a dynamic where job seekers, especially younger generations, now hold the power to choose. With their digital savvy, creative, and versatile mindset, they are shaping the future of work. Yet, despite their undeniable value, older generations often look down on them, perpetuating harmful stereotypes—labelling them as entitled, lazy, or lacking work ethic. In reality, Gen Z is one of the most hardworking generations, navigating economic pressures, rapid technological change, and the constant demand for innovation. To truly connect with them, we can’t only acknowledge their value but also become a true partner in their journey, challenging outdated perceptions and enabling a workplace where every generation thrives together.
‘The new campaign gives that young energy a stage - a positive counter-narrative to all the complaining’
The creative idea
“Boost Your Boomer” captures the vibrant energy of a younger generation in a can. “BOOOMer Energy Drink” is designed for older generations to experience the same energy as their younger colleagues, improving collaboration across age groups. It’s a playful yet powerful way to demonstrate what happens when people with a boomer mentality tap into the same energy that fuels younger generations.
