Kuala Lumpur, Malaysia – Julie’s returns with its mental wellness campaign #Take25 by featuring literal goats as its unexpected guests, alluding to the acronym G.O.A.T. meaning “greatest of all time”.
Conceptualised alongside GOVT, the campaign leverages a series of three entertaining videos featuring a day in the life of some unexpected stars – goats aka G.O.A.T.s, sharing their wisdom on mental health.
Using the power of humour, the videos which stars goats, playfully uses the acronym G.O.A.T.s which stands for “The Greatest of All Time”, to convey that: even the greatest individuals have days where they don’t feel so great or positive all the time.
According to GOVT, the campaign aims to challenge the misconception of what a perfect life or person should be. It emphasises that perfection is a myth and embracing vulnerabilities is okay.
Tzy Horng Sai, director at Julie’s Biscuits, said, “The surge in idealised portrayals in society, in particular on social media, mainly highlights curated content that features life’s successes and joyful moments, has contributed to a societal perception that the curated content equates to an ideal life. Yet such portrayals are impossible standards and this paradox of impossible standards, promulgated in our everyday social media musings, is precisely why our #Take25 campaign is needed.”
Meanwhile, Aaron Koh, creative partner at GOVT, commented, “We live in a very success-driven world where it is very crucial to acknowledge that even the most accomplished individuals such as the G.O.A.T.s of our generation have their low moments too, and that’s perfectly normal.”
He added, “For this campaign and in line with the typical Julie’s brand humour, we have decided to feature real goats instead (as the actual G.O.A.T.s would be too costly) to spread the message that mental wellbeing is a complex journey, and each person faces their own unique challenges. Feeling less than great doesn’t always signify a mental health issue; it just means you’re human.
