Ad Agency Declares Intern's Flat White as 'Creative Deliverable'; Client Approves Budget Increase
In what industry insiders are calling a 'bold pivot', Wellington creative agency Elbow & Toe has officially logged an intern’s flat white as a key deliverable in their latest campaign for a major cereal brand. The move, described by the agency’s Creative Transformation Officer as 'tactile brand synergy', reportedly resulted in a 12% budget increase and a preliminary booking on a Cannes social panel.
The intern in question, 21-year-old Otago marketing student Jed McLennan, says he had no idea his 8:10am coffee run would become the cornerstone of Q3’s brand narrative. 'I just got Viv a flat white with oat milk and one of those little coffee lids that looks like it's so flimsy it might file for ACC,' he remarked. 'Next thing I know, they’re calling it an experiential activation in the FMCG space.'
According to internal documents leaked to Mad.co.nz, the internal Slack channel lit up following the coffee's arrival, with one account executive reportedly commenting, “This foam gradient slices through the clutter.” The client, a multinational cereal label known primarily for its noisy packaging and mild oats, has endorsed the coffee as 'a metaphor for the awakening of the morning consumer'.
Elbow & Toe is now exploring a series of barista-led focus groups and has briefed its in-house strategist to build a cultural insight report on 'compulsory hospitality gestures under capitalism'. Jed, meanwhile, has been promoted to Assistant Beverage Strategist and has his own shelf in the fridge. When asked how he feels about the whole thing, he responded, 'Bro, I just wanted some course credit.'
The intern in question, 21-year-old Otago marketing student Jed McLennan, says he had no idea his 8:10am coffee run would become the cornerstone of Q3’s brand narrative. 'I just got Viv a flat white with oat milk and one of those little coffee lids that looks like it's so flimsy it might file for ACC,' he remarked. 'Next thing I know, they’re calling it an experiential activation in the FMCG space.'
According to internal documents leaked to Mad.co.nz, the internal Slack channel lit up following the coffee's arrival, with one account executive reportedly commenting, “This foam gradient slices through the clutter.” The client, a multinational cereal label known primarily for its noisy packaging and mild oats, has endorsed the coffee as 'a metaphor for the awakening of the morning consumer'.
Elbow & Toe is now exploring a series of barista-led focus groups and has briefed its in-house strategist to build a cultural insight report on 'compulsory hospitality gestures under capitalism'. Jed, meanwhile, has been promoted to Assistant Beverage Strategist and has his own shelf in the fridge. When asked how he feels about the whole thing, he responded, 'Bro, I just wanted some course credit.'