Work.Life Challenge Pitfalls of Office Life

Work.Life Challenge Pitfalls of Office Life in Edgy New Campaign

Disruptive flexible workspace brand, Work.Life, is gearing up to launch its latest out-of-home advertising campaign, poking fun at corporate culture. The campaign tackles those things we all love to hate about the office; being back-to-back (to back to back to back…) all day, office politics, corporate jargon and scruffy, shabby offices.

This campaign came off the back of a post-Covid survey around how personal well-being has declined in the UK with over 4 in 10 adults reporting low levels of happiness. Work.Life’s mission is to “make people’s work-lives happier”, and as we can spend over 90,000 hours of our life at work – that seems like a good place to start.

Hitting the streets from 7th October, Work.Life will be on 50 of the iconic London Routemaster buses, as well as being supported on 2500 flyposters around the capital, plastered in central London tube stations, and guerilla marketing. Work.Life also plan to invest heavily in digital advertising with new animations on YouTube, Meta and TikTok.

Elliot Gold, Co-Founder of Work.Life comments, “We are super proud to launch our new iteration of Work.Life’s brand campaign. When David and I founded Work.Life, we set out to create a better way to work. Like many people, in our previous careers, we had experienced some great workspaces but also some terrible ones! We set out to make a positive change in the world of work. Our new campaign brilliantly embodies this mission in a fun and irreverent manner. Further, at a time when every other brand in our category shies away from the realities of office life, our campaign offers a more fresh and honest take.”

Emma Baldwin, Senior Brand Marketing Manager, comments, “We first launched this campaign back in October 2023 after an intense 6 months of research, briefing, production, and media planning. Our main finding was that the industry was incredibly same-y and didn’t address those bad bits of office life that we all love to hate, so we tackled these head on, having a bit of fun along the way in our creative execution. We’ve seen record movement in both our differentiation in the category and our unprompted awareness off the back of this campaign.”

Will Poskett, Founder of Defiant, comments, “Last year we started working with Work-Life to develop a new brand positioning and creative platform. Our initial work proved hugely effective, growing spontaneous awareness and helped them to grow faster than any other brand in their category. This year we wanted to push the needle even further with an even more bold and daring campaign. Our new work directly calls out all the worst aspects of office life, we all love to hate, in an irreverent and tongue-in-cheek manner. The work really does prove that even ‘B2B’ brands can embrace creativity and humor to spark fame and commercial growth.”

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