Headspace - Integrated Ad Campaign

Insight

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.

Solution

"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)

Strategy

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.

Social

11_edited.jpg
This%20is%20meditation_edited.jpg

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.

Screen Shot 2020-06-07 at 1.30.11 PM.png

Walking Trail

Bicycle Path

Screen Shot 2020-06-07 at 1.29.47 PM.png

Nature Preserve

Screen Shot 2020-06-07 at 1.29.55 PM.png

Community Park

Screen Shot 2020-06-07 at 1.29.25 PM.png

City Streets

Train Platform

2.png
This is meditation. (24).png