Editors' Choice: GUT and Nexus craft pleasing animated spot in line with worthy initiative from the meditation app, writes Addison Capper
Headspace has launched its first ever TV campaign, aimed at promoting its new initiative of offering a free, year-long subscription to all unemployed people in the US.
The meditation app has already been offering offering subscriptions to healthcare workers and teachers but is extending the offer in line with a new collection of meditations focused on managing the stress of unemployment as rates soar across the US. That collection is set to launch today.
GUT was enlisted to create the campaign while animation duties - which are in line with the vibrancy across the Headspace app - were handled by Nexus. The TV ad features narration by Andy Puddicombe, the former buddhist monk who founded Headspace and is the common voice for the brand's guided mediations and previous social campaign.
Continuing their close relationship with Headspace, Nexus Studios helped create a series of uplifting animated films to announce this act of kindness. The spots feature bright colours and artfully animated characters who turn from ‘stressed out’ to ‘chilled out’, leaving viewers feeling positive and calm. Using carefully thought-out visual metaphors the animation simplifies a complex issue to clearly deliver this important news.
By bringing together talent from across their LA, London and Sydney studios, Nexus Studios were able to deliver the beautifully crafted films in record time, responding to the immediate needs of Headspace and agency, GUT. The films feature work from Felix Massie and Robertino Zambrano.
“While meditation and mindfulness can’t change our circumstances in life, it can help us change our perspective on those circumstances," said Rich Pierson, CEO and co-founder of Headspace. "And, now more than ever, that’s an incredibly powerful skill to learn. As a company dedicated to improving the health and happiness of the world, we take our responsibility to help support people’s mental health very seriously. It’s our promise today and for whatever tomorrow brings.”