Going Back To Work: The Working Dead
Public Campaign & Graphic Design & Copywriting
Collaborate with Coco Huo and Baixin Gong
Speculate Client: Ontario Center of Innovation
Tools: Illustrator, Photoshop
Problem
There is a growing challenge in the contemporary workplace where a significant number of employees are opting for part-time or full-time remote work, potentially leading to disengagement from their physical office spaces and colleagues. This shift in work preferences, while offering flexibility, has raised concerns about the erosion of workplace culture, collaboration, and employee engagement.
The challenge lies in finding a balance that allows employees to enjoy the benefits of remote work while maintaining the vibrancy and productivity of a physically shared workspace.
Idea
Our campaign recognizes that disengagement can lead to an undesirable future where employees become isolated and disconnected from their coworkers, similar to a "working dead" scenario, referencing the popular Walking Dead zombie apocalypse franchise.
It takes a satirical and theatrical approach to highlight the potential consequences of employees disengaging from the physical workplace and choosing remote work exclusively. The campaign aims to deliver a clear and striking message through imageries and copies, using “The Working Dead" concept to mock the idea of remote employees diluting their emotional and professional connection to their organization and peers.
Objective
The campaign's objective is to combat disengagement, stimulate reflection, and inspire a positive shift in both mindset and behaviour of remote workers by using satire and the "Working Dead" concept to mock the potential consequences of complete disconnection from the workplace.
Coffee Shop
Local cafes are ideal placements as they attract the specific demographic of remote workers who seek a comfortable work environment.
Cafes provide networking opportunities and have community bulletin boards. The positive and relaxed atmosphere of cafes creates a favourable association with our campaign message.
Even if our target audience don’t work here, cafes have significant foot traffic, making them suitable for reaching a wide audience, including remote workers who might visit these cafes for a break, socializing, or leisure rather than work.
Shopping Mall
Shopping Mall are the daily place for all kinds of people, so placing ADs there can reach a large audience.Continuous and prolonged display of advertisements in the mall will deepen the customer's memory of the contents.
The products and services in the mall are closely related to people's daily lives, which makes people more aware of the fact that work is inextricably linked to the space and the way they live.
Billboard
Billboards provide constant exposure to information, and are often sized and designed to attract attention, thus conveying the urgency and importance of the content, and thus more simply and intuitively influencing people's thinking and actions. Advertisers can choose the location of the billboards according to the geographic location, such as placing them in business districts or areas with a lot of office buildings that are frequented by people, so as to target a specific target group or market.
Street Billboard
Bus Stop
Bus stops are prevalent in urban environments, where workplaces, businesses, and offices are concentrated.
Bus stops are also locations where people pause, this provides an opportunity for them to engage with the campaign materials, read the message, and absorb the visuals.
Direct Mail
Precise targeting, such as remote workers or businesses in Ontario, tangible Amount of Information. Sends to home!