Wellington Agency Launches Internal Campaign to Rename Thursday
Wellington-based creative agency Snörgl announced today that it has launched a six-week internal branding sprint to rename the weekday commonly known as Thursday.
The move, which has confused several clients and at least one DHL courier, is part of what Snörgl is calling its “Metadate Reframing Initiative”—a bold attempt to reposition the penultimate workday as a more emotionally resonant time slot. According to the agency’s 37-page internal deck leaked to Mad.co.nz, Thursday lacks what one strategist called "narrative magnetism" and is “functionally sitting in a brand vacuum between Hump Day and Fri-yay.”
Suggestions for a rebrand currently include “Thrivrsday,” “LimboLite,” and “Pre-Friday, But Sexier.” Interns were also encouraged to submit entries, although one submission titled “Stop Making Us Do This” was disqualified. Sources inside the agency say the working front-runner is “Thørst,” which reportedly tested well among account managers stuck in meetings that could have been emails.
Managing Director Belinda Chasm described the project as an investment in internal culture. “If we can get the team excited about a different name for Thursday, imagine what we can do for a fintech company with no business model,” Chasm said via a Teams call that cut out mid-humblebrag.
A launch event for the new day name is scheduled for some time next Thørst, with passive-aggressive calendar invites already making their way around. Details remain secret, though staff have been told to wear ‘emotionally grounded neutrals’ and bring a rock that represents their Q2 journey.
The move, which has confused several clients and at least one DHL courier, is part of what Snörgl is calling its “Metadate Reframing Initiative”—a bold attempt to reposition the penultimate workday as a more emotionally resonant time slot. According to the agency’s 37-page internal deck leaked to Mad.co.nz, Thursday lacks what one strategist called "narrative magnetism" and is “functionally sitting in a brand vacuum between Hump Day and Fri-yay.”
Suggestions for a rebrand currently include “Thrivrsday,” “LimboLite,” and “Pre-Friday, But Sexier.” Interns were also encouraged to submit entries, although one submission titled “Stop Making Us Do This” was disqualified. Sources inside the agency say the working front-runner is “Thørst,” which reportedly tested well among account managers stuck in meetings that could have been emails.
Managing Director Belinda Chasm described the project as an investment in internal culture. “If we can get the team excited about a different name for Thursday, imagine what we can do for a fintech company with no business model,” Chasm said via a Teams call that cut out mid-humblebrag.
A launch event for the new day name is scheduled for some time next Thørst, with passive-aggressive calendar invites already making their way around. Details remain secret, though staff have been told to wear ‘emotionally grounded neutrals’ and bring a rock that represents their Q2 journey.