Campaign brief

The shades in between: in between the two extremes both of our keywords were representing.

the in-between in our daily lives

04

| The part we were interested in were the moments of “in between“ on a smaller day to day scale: the time when waiting for a friend or the next bus or subway to come, when going from one place to another, the time between meetings or even the time when waiting for the light to turn green at the crosswalk. Generally spoken: the small moments and times of the in-between: in between moments, places, people and tasks we so often fill with looking at our screens – in order to close the gap of not doing anything, of not being multitasking, of not being productive. Looking around us, it was obvious most people would fill those short in between moments with a look on their technical devices.

| The social campaign Look up! is here to remind you to take a short break. A short break in the moments of inbetween: in between train rides, in between the places you are going, in between the things you have to get done, in between the people you are meeting.

Through nudges we will give you reminders to take your attention away from your screen: to look around and give your mind, yourself a short moment to breath – while being in the moment of the in between. The target audiences the campaign is reaching out to is the hustle society who isfound in every age range, especially in a megacity like Seoul.

a social campaign to remind you of the breaks in between