WORK IS NOT EQUIVALENT TO LIFE

about the campaign.

It is well known that America has one of the most unhealthy work climates within the entire world. One where work is prioritized over reaping the benefits of the rest of what life has to offer. This campaign was created to evoke a sense of longing towards life outside of work, and bring awareness to the unhealthy lifestyle so many of us give ourselves to. The statement, “Work is not Equivalent to Life” speaks truth within itself.

The campaign would partner with Spotify to curate a selection of speakers, podcasts, and music that all revolves around the idea that there is more out there you beyond your work life. This partnership would allow for machine learning data analytics to see how responsive users were to the campaign, and measure the amount of interaction it was receiving.

The target demographic is the 20-50 year old working class individuals in larger cities, where there is prevalent usage of public transportation.

about the design.

The ≠ logo was stylized to feel more free flowing and was also designed to be easily recognizable on a train, bus, or subway station. This logo can live many different ways, but its most common use is bezeled into a foggy gradient that catches a passerby eye, early in the morning on their way to the office, and/or late at night on their way home. The gradient was created with the idea of an aura in mind. This pattern made with the ≠ symbol could live in its own frame, or a continuous 3-6 slide stacked grouping.

The QR code leads you back to a central webpage where you can find out more about the campaign and search more ways to be attentive to the issue as well as get involved.

Since Spotify also has a partnership with Hulu, short lived advertisements promoting the campaign also exist to last for 30 - 60 second increments, depending on how much commercial time is allowed.