The Concept: The 30 second spot follows early 20-something Gen Zer, Jack. Jack likes to travel and reading and likes to take books with him while traveling. But he is very indecisive about what books and topics he is interested in. He likes the idea of having different options that he might prefer based on his mood, but taking a lot of books on a trip is unwieldy at best. Jack attempts to pack a book to take with him, but can’t choose and takes too many. His suitcase ends up being too heavy and he struggles to take it with him. The PSA-style narrator tells the audience that Jack should have taken the narrator’s advice and used Spotify audiobooks. Where he can have his choice of over 300k titles with him in his pocket.

The Concept: The campaign concept highlights the Yula’s natural, plant-based ingredients, aiming to resonate with Gen Z consumers who prioritize quality and transparency. Yula positions itself as a trusted choice for plant-powered energy, fostering brand loyalty and environmental consciousness and this campaign was designed to resonate with students and young professionals that want the ‘pick-me-up’ boost of an energy drink, but without all of the questionable ingredients.