With so many generations at work at the same time — Baby Boomers, Gen X, Millenials, and Gen Z altogether — tensions between different-aged groups may rise, mostly fueled by stereotypes promoted by the media. For instance, Gen Z is labeled as lazy at work, money-focused, screen-obsessed, oversensitive, or irresponsible among many other prejudices.
The thing is that these misconceptions are spreading like wildfire, particularly in the workplace. In fact, youth employment company YoungCapital conducted research and discovered that Baby Boomers’ views on Gen Z are significantly more negative compared to their younger counterparts, who adopt a more positive attitude regarding the older generation.
The analysis is part of the recruitment agency’s “Boost your Boomer” campaign, in which YoungCapital continues its commitment to supporting young talents. Created with the help of agency ACE, the initiative is set to challenge outdated perceptions about Gen Z and close the generational gap in the workplace.
In doing so, the company embarked on a mission to fight Boomer behavior — an attitude that functions on the idea that everything was better in the past and young people of today can’t do much – with a youth-infused beverage: the BOOOMer Energy Drink, a soda can made from Gen Z’s body fluids.
Yup, you read that right. But don’t get too excited. Or grossed out. 150,000 of such cans are being produced and distributed in the Netherlands with this key ingredient only being metaphorically added.
The limited-edition drink is aimed at bringing the generations closer together, boosting Boomers’ work energy with a frisky dose of youth. According to the agency, the BOOOMer Energy Drink is “a playful yet powerful way to demonstrate what happens when people with a boomer mentality tap into the same energy that fuels younger generations.”
“I’ve been working with YC for eight years now, and each time, we get to push boundaries. This campaign marks a new chapter for the brand. With fun products and services, we’re ready to make a difference. The first drop: Boomer energy drink, with Gen Z extract. Made to refresh the older generation at work, so they can collaborate better with the younger crowd. Yep, it was about time. 150,000 cans are being produced. Watch the film and see how young people donate their energy to the good cause. Boost Your Boomer, with BOOOM-er energy drink. Because work needs young energy,” comments Rogier de Bruin, ECD and Partner at ACE.
Boost Your Boomer is driven by a short video directed by HAMLET director Angelo Cerisara. It portrays young people sitting in a dimly lit underground lab, hooked up to IVs so that their energetic spirit can be used as the ingredient for YG’s energy drink. The beverage is then drunk by Baby Boomers who, upon taking just one sip of it, boost their work productivity.
CREDITS
Brand: YoungCapital
Agency: ACE
Director: Angelo Cerisara
Production Company: HAMLET
