Calm
Mental health apps guide us toward calm. It’s their raison detre, their patient salve after all the shooed-away intrusive thoughts about stepping on that ant hill when you were 6 (you’re not going to hell… yet). But that doesn’t mean our campaign has to be some cookie-cutter “ahhhhhh” drifting off on ocean crests.
Instead, we’ll demonstrate the process of mediation in real time, meeting people where they are in their journeys and actually showing them the difference a breath can make.
OOH
We will leverage busy environments to mimic the spacing and timing of meditative breathing, bridging the gap between anxious and calm ideas. From “OMG everyone’s staring at me,” to
“because I’m THAT pretty.”
seriously considering mediation as part of your daily routine on the next.
You’re driving, driving…
OOH (Experiential)
Thinking about death on 1 block…
ohhhh. Phew (approx. a half mile between each billboard).
We’ll hire fake homeless people around the city to hold up signs that will catch the attention of good samaritans. The sign holders will tell those who interact with them that seeing their life from a different perspective is the difference a breath can make.
Wavy louvers function as the facade of this parking garage. When winds gust, the louvers close to reveal “the difference a breath can make.”
Special billboards whose bottom halves are sensitive to wind. The shutters close upon “breaths” or gusts, become flush, and reveal the second sentence, offering a sigh of relief.
Social
We will launch a comment campaign in response to various Instagram Reels. Our first comment will inadvertently (wink wink) cause feelings of insecurity and fear, whereas the second will provide clarity, much like the before and after of mediation.
Digital
We’ll show users that taking a breath is the fine line between death gripping what doesn’t serve us and… simply… ~letting go of it~ (yes, even a casserole).
Post wind, the facade returns to its default, anxious state.
Either read left to right (same spread of magazine) or front to back (page flip). Because sometimes, seeing life from a new perspective is the difference a breath can make (:
