You anxiously watch the clock, eagerly anticipating the moment when the second hand reaches the five. Your tie is tight, your back is sweaty, and once again, a coworker mocks your choice of wrinkled slacks. Mesmerized by the rhythmic ticking of the time, a familiar beat plays in your mind, taking you back to the basement you knew and loved. The pulsating bass that drowned out all of life’s concerns, the incessant flow of shots, fast food, and ending the night with a girl whose name you can’t remember — only to do it all again the next day. Reality kicks back in and you realize it's time to leave the office.

The Pitch

All the stories we hear about post-grad life is the newfound reality for our target. A point in life where they are learning how to balance the daunting realization of entering the feared ‘real world’ while maintaining their fun-loving social life they prioritized through college.

Back to being the small man on campus, they are trying hard to prove themselves in their careers, while battling the desire to continue living their college, 20-something lifestyle, that is not too far from their reach. They wish for the days that they could go out with friends and eat and drink until the sun comes up, bouncing back with ease the next day.

This campaign uses the juxtaposition between these two emotions and applies them to their favorite comfort foods, as well as their attempt at success in establishing their new careers.

The Idea

Our creative idea revolves around this exact contrast:

The struggle of having to be an adult at work, but a college kid at heart.