Headspace celebrates the mindful moments that got people through the pandemic in a new global campaign that's based on real-life letters, emails and comments sent to the company.
The campaign includes a 30-second ad that features people describing their experience with Headspace and how they discovered mindfulness and meditation through the app, finding "joy" despite maybe some initial skepticism that meditation could be for them.
The script is based on a combination of handwritten letters, messages through Headspace's social channels and emails to customer service, according to Louise Troen, Headspace VP-international marketing. The company created the film in-house working directly with MJZ directorial duo Hoffman/Metoyer and Whitehouse Post to combine archive footage with the voiceover coments.
As well as the film, which will be rolled out across YouTube TrueView and video on demand, additional creative will also run in out-of-home placements at major train stations in London and across digital channels. Headspace has also partnered with several poets and spoken word artists to explore the topics of mental health and mindfulness through poetry.
The launch of the new work arrives on the heels of the company's merger with mental health startup Ginger. It also arrives as the brand tackles a new phase in the pandemic with some countries beginning to resume some normality.
"As we approach the next phase of the pandemic, we now need to adapt to a new normality," Troen told Ad Age. "The past two years have been filled with unique and deeply personal experiences that have impacted the way we live and enjoy our day to day lives in various ways"
"Moving into this new chapter, whilst many may feel a renewed sense of hope and optimism, others may feel the transition back to reality and the stresses of everyday life will not be so straightforward. Headspace is one such tool, which has provided many of us with daily support over the past year and as we transition through this new period."
On the merger with Ginger, Troen stated that "the Headspace Health partnership has maximum benefits across both meditation and medical support and our marketing will actively look to communicate this as we move forward as one team."