ABOUT

Knowing you work late is one thing. Seeing yourself actually doing it is quite another.
To demonstrate to New Zealand’s creative community what mindless drones they’d become, we shot them with one... without them knowing.
By making actual creatives the unwitting stars of the campaign, we used their own suffering to demonstrate why they so desperately needed to
stop and take a Creative Health Day at Semi-Permanent, NZ’s leading creative conference.

Our campaign was spearheaded by a piece of video content that captured actual, unaware Auckland creatives toiling late into the night.
This encouraged people to visit the campaign microsite where they could either purchase tickets or enter a draw to win some.