PHAARC (Youfoodz)
Agency: Saatchi & Saatchi 2026 | Graphic Design/ Art Direction/ Branding
-MUMBRELLA Award for Bravery Finalist

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When Youfoodz needed to break through the noise of the crowded January health market on a limited budget, we created PHAARC — a fictional post-holiday condition inspired by the collective dread of returning to work after the holidays.

The integrated campaign played on the tension of hiding a swear word in plain sight, using bold art direction and design to spark attention across multiple channels without crossing the line. Built around relatable symptoms like “Password Amnesia” and “Watercoolerphobia,” the campaign transformed everyday back-to-work struggles into a culturally resonant creative platform that helped Youfoodz stand out during its most competitive sales period.

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Sophie Whitehead