74% of UK adults have felt so stressed at some point over the last year they felt overwhelmed or unable to cope.
Every day we are bombarded with unwanted instructions – to buy, to compete, to try harder, to procreate; as we cross the street, or sit on the subway, or scroll through messages from friends and family.
When a creative partner of ours in London was gifted an allocation of TFL bus ads across the capitol, but no product ready to sell, and no appetite to beat their chest, they came to us with a simple idea – how can we make people stop, think, breathe and feel better?
How can we use our soapbox as a force for anonymous good?
With diverse inspirations from Charles Bukowski to the Flaming Lips, each bus will have a unique slogan – with no link to follow, no product to covet – only a prompt for objectivity and self-reflection. To feel cosmically small… in a good way.
When this opportunity arose, we wanted to make sure that we made the most of this campaign – cutting through the noise and rolling out free positive thoughts throughout London. Continuing our Creative Digital Partnership with the Radiator Team, the brief for this Campaign was simple: borrow thought-provoking lyrics which persuade folk of all ages and backgrounds to pause, reflect and appreciate.
Brian Gavin, Co-Founder, 6AM Development
This project has been recognised in the shortlist for Best Social Good Campaign at this year's NODs Scottish Creative Awards.