The fast pace of urban life and resulting disconnect from nature is a point of tension and anxiety for city dwellers across the globe. For Chinese white-collar workers in megacities such as Beijing and Shanghai, the drive to succeed has led to intense pressure, long working hours and the type of sedentary day jobs that can be spiritually suffocating. Kean to this insight, outdoor brand The North Face launched a campaign advocating that people escape—if only for a weekend—and return to the wild in order to release, rediscover and reconnect to the world through valuable experiences.
In a humorous manifesto spot, urbanites are encouraged to literally drop everything in their hectic lives and retreat to the great outdoors, taking back their sanity in the process. Set to racing drums, the spot opens with a man who’s given up on a chaotic traffic jam (he exits his car, placing the keys on the roof as the voiceover commands, “Damn you, traffic jams”). A man smashes an alarm clock that’s signaling the beginning of his morning routine, and an office worker shoves files into the arms of her perplexed colleague before strolling out. As the commercial cuts across various urban stressors, the drums and voiceover climb to a crescendo, then break to scenes of nature and the sound of a deep exhale. We see people trekking across the plains and frozen tundra. “Your life deserves another possibility,” the voiceover says. “To discover. To release. To gain. Go wild.”
Photo Credit: marketing.tudou.com/TheNorthFace
Wasting time due to circumstances beyond one’s control is a trigger for anxiety, especially among busy urbanites. JWT Brazil conducted a survey on behalf of Nokia and found that 80 percent of respondents feel their time is wasted on a daily basis—that is, they could be doing something else more interesting. Almost everyone said they waste time in traffic jams, 70 percent cited lines and 30 percent faulted bureaucracy. During these periods, 70 percent listen to music and 40 percent use mobile phones, while 40 percent simply get angry.
We subsequently developed a local campaign for Nokia around the insight “Transform your wasted time with a Nokia smartphone.” Most Brazilians don’t realize how much they can do with a smartphone—all communication from carriers and manufacturers is based around social media features. Nokia wanted to differentiate itself from this model, showing the real advantages of a smartphone. Our campaign, which launched last month, includes strategically placed out-of-home messages inside subways and buses, demonstrating why it would be helpful to have a Nokia smartphone. Fun visuals show typical time-wasting situations: traffic, hairdressing, lines for buying concert tickets, etc. The campaign website and a Facebook app let people calculate the amount of time they waste in a year. The goal is to get people thinking about how much time they waste every day and how they could make better use of these situations with a Nokia smartphone.
Photo Credit: http://apps.facebook.com/troqueseutempo/