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Wait: A Time to be Alive
Problem: 58% of Gen Z in the UK feel anxious frequently or all the time—a significant rise compared to Gen X and baby boomers. Anxiety thrives in the moments we’re left waiting.
Insight: Christopher Ward’s logo plays with negative space. But what’s the negative space in our time? Waiting. Restless tapping and anxious fidgeting. Instead of seeing waiting as empty, why not embrace the pause?
Strategy: "Wait: A Time to Be Alive" - a campaign that transforms nervous energy into play. When we’re anxious, we tap our fingers, we fidget. What if we brought life to it?
We're shifting anxiety into excitement by offering a brand experience, along with the ads, with interactive escape rooms, a mobile game, and socials.
It's a reminder that while it's all in our hands, it's in the imagination too.
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