Despite millennials prioritizing mental wellness, the daily grind leaves them little room to unwind.
The creative idea:
To combat toxic productivity, we encourage people to be busy being calm.
The executions:
We redesigned our packaging because many of our competitors' packaging looks similar. We created print and video ads with reminder to get busy being calm, introducing ways to combat toxic productivity. Ads on IG stories will appear at designated times, featuring #calmcheck stickers for a dose of calm.
Interactive ad on subway with soothing lava lamp visuals and floating QR code, leading people to a curated playlist to help bring more calm into their commute.
Credits:
Project Manager - Maria Abreu
Management Lead - Jason Liu
Strategic Planner - Bianca Fernandez
Comms Planner - Claudia Chiqui
PR Strategist - Roderic David
Creatives - Lyss Tan & Stella Ramirez
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