EXTRA
Live work made at The Romans
Creatives: Jodie and Me
Creative Director: Dan Roberts
Gen Z are bringing a different energy to the workforce, and their cringe coworkers don’t understand. So to help with the micro-stresses of having to navigate an octogenarian’s office, Extra gum tapped into British youth culture, turning to the one “Boss” that Gen Z can trust (their local corner store owner) and making three of their shops the ultimate place to chew over workplace worries.
We kicked the campaign off with a research piece diving deeper into the issue.
These articles are also where we introduced the launch film and gave details on our Boss Breaks events.
The campaign is currently live. Stay tuned for content from our Boss Breaks stores…
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