Pukka / 2026
Making self-care less of a hassle
Self-care had become a lot of work. Pukka made it easy again.
Self-care was meant to make us feel better. Somewhere along the way it picked up ten-step routines, expensive gadgets, impossible habits and enough admin to become its own source of stress.
For Pukka, we made the hassle the joke. The film follows one woman through an increasingly unhinged wellness routine before a cup of herbal tea brings everything back down to earth.
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In Germany, the idea became “Wellness ohne Wahnsinn”: wellness without the madness. I localised the campaign and its copy so the humour felt written for German audiences, not translated into German.
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The same thought moved into social by exaggerating the rituals people are told they need, then offering the radically uncomplicated alternative: make a tea and take a breath.
Yes, it's this easy to just chill.