Post-it Brand Brings Back Collaboration and Creativity with Digital Campaign

Post-it Brand by 3M is disrupting online spaces with a new campaign called ‘A little space to think’. The campaign sees Post-it Brand take over cluttered news sites and block out Facebook, Instagram and TikTok feeds with the colours of their Super Sticky Notes to prompt users to tap out of the endless scroll and take ‘A little space to think’ in their day. 

The campaign was supported by a recent Omnipoll Australia survey commissioned by Post-it Brand that found working and studying from home is having a detrimental effect on Australians’ energy and creativity levels. 

Six out of 10 Australians (60%) who have been working or studying online at home in the past three months say they feel locked to the computer, which is affecting their overall wellbeing. This is impacting their motivation and energy levels as well as their ability to collaborate and think creatively. 

Independent creative agency Dig came up with the concept behind the campaign. David Joubert, executive creative director says: “the erosion of creativity and our wellbeing as we work more and more online largely goes unnoticed, but it affects us all in some way. The creative behind the campaign simply asks us to tap out of the online world, even just for a moment to look after our wellbeing and make the time to think clearly, allowing space for creativity to occur.” 

The Post-it Brand study also found that 56% of those working or studying from home find it hard to stay motivated or energised, and 53% feel that back-to-back video call meetings makes it difficult to find time to think creatively.  

“The evolution of online working and studying is giving people less space to think. While screens will always be important in our studying and working lives, working with collaboration and ideation tools  that Post-it Brand offers in Super Sticky Notes and Easel Pads means we can stretch our legs and our minds. The ‘A little space to think’ campaign reminds us that the offline and virtual world can work together”, says Sipi Chanda, Post-it Shopper Marketer. 

A series of expert-led Masterclasses, curated by Dig will be released in the coming weeks, offering new ways to collaborate and encourage creativity by bridging the gap between the online and offline worlds. 

The Post-it Brand research was conducted in September 2021 by OmniPoll and surveyed a sample of 1215 people aged 18+. The results are post-weighted to the Australian Bureau of Statistics census data, providing statistically reliable insights into the attitudes of Australians working or studying online from home.