Agency Launches Bold Campaign to Rebrand Tuesdays as ‘Soft Fridays’
In a strategic effort to combat midweek morale nose-dives and client brief fatigue, Wellington-based agency Elbow & Drum has formally launched a campaign to rebrand Tuesdays as 'Soft Fridays.'
“New Zealand loses an estimated 14,000 hours of productivity every Tuesday between 9:00am and 9:45am,” said Strategy Director Mallory Finch, citing research conducted by her flatmate’s honours thesis. “We realised Tuesday has no personality. Monday gets roasted, Wednesday gets hope, and Thursday gets wine. Tuesday gets... meetings.”
The Soft Fridays initiative kicked off internally with a ban on pie charts and a policy allowing account managers to pitch while lying on beanbags. Creative Director Hugo Chadwick designed a full brand kit for Tuesday featuring swan motifs, a custom pastel-orange pantone, and what he described as “a logo that feels mildly hydrated.” Client reaction has been mixed, especially from the Eastern Bay Wool Co-Operative, who found their new Tuesday social content 'emotionally confusing.'
The agency hopes to roll out Soft Fridays nationally by Q2, starting with targeted OOH placements near hot yoga studios and Mitre 10 car parks. When asked what success looks like, Finch replied, “If even one client shifts their WIP to Wednesday, that’s legacy.”
“New Zealand loses an estimated 14,000 hours of productivity every Tuesday between 9:00am and 9:45am,” said Strategy Director Mallory Finch, citing research conducted by her flatmate’s honours thesis. “We realised Tuesday has no personality. Monday gets roasted, Wednesday gets hope, and Thursday gets wine. Tuesday gets... meetings.”
The Soft Fridays initiative kicked off internally with a ban on pie charts and a policy allowing account managers to pitch while lying on beanbags. Creative Director Hugo Chadwick designed a full brand kit for Tuesday featuring swan motifs, a custom pastel-orange pantone, and what he described as “a logo that feels mildly hydrated.” Client reaction has been mixed, especially from the Eastern Bay Wool Co-Operative, who found their new Tuesday social content 'emotionally confusing.'
The agency hopes to roll out Soft Fridays nationally by Q2, starting with targeted OOH placements near hot yoga studios and Mitre 10 car parks. When asked what success looks like, Finch replied, “If even one client shifts their WIP to Wednesday, that’s legacy.”