CAMPAIGN:
A lifestyle campaign that glamorizes exhaustion in a way only millennials can – juggling work, parenting, side hustles,
and healing.
CLIENT
Vida E Caffe
FOCUS
Finding a solution for the tired millennials, by leaning into real Mzansi tired culture + TikTok language + local humour.
OUR SOLUTION
Reposition Vida e Caffe as more than a coffee shop — it’s the daily fuel for a generation living on deadlines, debit orders, and delayed gratification.
This campaign taps into the collective exhaustion of adulting in Mzansi — but flips it into something empowering, funny, and comforting.
