Many people get turned off of meditation because they think that it requires a completely blank mind, which is too unrealistic for the average person.
"There’s no such thing as perfect meditation. Sometimes your focus will wander or you’ll forget to follow your breath. That’s OK. It’s part of the experience.” (via Headspace)
Through an integrated ad campaign, clarify the myth of empty-minded meditation and position Headspace as a tool that can seamlessly fit into the lives of busy-minded, on-the-go consumers.
This is meditation.
Out of home.
I created ads for areas in a city that people would move through on a typical week (ie. parks, public transit terminals, busy streets) to show how meditation can fit into the daily routine of even the busiest, stressed out consumer.