This campaign challenged our current thinking conditions, of being physically and mentally locked to our screens, and suggested a better way. Post-it® is positioned as an enabler that keeps us off screen to think freely, collaboratively, and creatively. 

We highlighted the correlations between the evolution of online work and study, and the deficit of creativity and collaboration commissioning a piece of research with Omnipoll. We found that 60% felt locked to their computer, affecting their overall wellbeing. 56% were finding it hard to stay motivated. 53% feel that back-to-back video meetings made it difficult to find time to think creatively. 51% admit to finding it difficult to share ideas with their teams over the screen. 49% believe it’s difficult to collaborate on projects or assignments virtually. 40% feel that being online for work or study doesn’t give them the time and space to think creatively. 

We then disrupted digital & social ad space to help consumers clear their minds and take a break from the online noise. We took over news sites, and blocked out Instagram, Facebook, Youtube & TikTok feeds with the colours of Post-it® Miami Super Sticky Notes - creating a little space to think amongst the clutter. 

The digital & social space directed traffic through to Officeworks generating a 1.56% click through rate, exceeding the industry standard of 0.08%. And over 15.2m+ impressions. On TikTok, a platform typically filled with busy feeds of energised films and sounds, we gained 4.9M views and 49K clicks through to Officeworks in just a few weeks.