Ad Council // Seize the Awkward 

Reaching out to a friend about their mental health can feel extremely awkward. But it also does wonders. To help break the ice and encourage people to check-in with their friends, we created a campaign for Seize the Awkward that provides hundreds of ways & tools to kick start the conversation.

We collaborated with artists around the world to create Giphy stickers that make it easy and fun to reach out to a friend. The gifs have so far been viewed over 682.3 million times. Check them out here.

In a COVID based world where we physically see our friends less often, we wanted to communicate that “You don’t have to be there to be there” through numerous social posts on Instagram, Snapchat and Facebook.


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Of course some post-COVID scenarios too.

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We created numerous OOH placements, so people on their daily commutes during their busy lives can remember to check-in with one another.

The Case Study

Credits

Droga5: Kevin Brady, Oriel Davis-Lyons, Rachel Frederick, Mietta McFarlane, Luke Chard, Daniel Litzow, Gabriel Santana, Caroline Ekrem, Belén Márquez, Bowook Yoon, Rich Greco, Ashley Legiadre, Mike Gaynor, Jeremy Fox, Cliff Lewis, Caroline Fahey, Aaron Matys, Mitch Katz, Lindsay Squires

The Artists: Alex Tait, Ana Jaks, Andrea Manzati, BIFF, Blake Kathryn Thomas, Blok Magnaye, Cachete Jack, Camelia Pham, Clorophilla, Dan Woodger, David Milan, Doña Batata, Edward Ubiera, Eleonora Arosio, Eva Cremers, Gustavo Dorieto, Hunky Dunky, Janelle Barone, Jenue, Jill De Haan, Laura Jayne Hodkin, Lindsey Made This (Lindsey Wright), Lucila Perini, Max Friedman, Michelle Pereira, Monique Wray, Neryl Walker, Nina Chakrabarti, Sharee Miller, Si Scott, Son of Alan (Lee Woodgate, Steffi Lynn, Toby Triumph, Tommy Parker, Vasya Kolotusha, Will Bryant