Headspace wants to help you survive January with its wellness app

Sick of long commutes, the return to work, packed gyms and few hours of daylight? There’s an app for that

Published On
Jan 03, 2023
Frustrated person at office desk

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As the January blues begin to settle in for many, mindfulness and meditation app Headspace is kicking off a campaign to show users how it can help them get through the slog, no matter how meh their year is starting off.

Officially launching on Tuesday, Jan. 3—the first day that many Americans are returning to work following their New Year’s long weekend—the new seasonal marketing push was created with a mix of in-house and third-party freelance creatives, a company representative said. 

The spot was directed by filmmaker Tim Wheeler and additionally developed by production company Farm League.

 

Titled “The Everyday App For January,” the campaign’s 30-second anchor spot purposefully highlights the worst of this month: long commutes and heading back to work after holiday breaks; short, dreary days and colder temperatures; gyms at capacity as people attempt to make good on their New Year’s resolutions.

And then, following the crescendo of a chaotic January-inspired montage, the close of the ad shows its star character sitting down and opening the Headspace app on her smartphone, clicking a prompt that reads “Feeling Overwhelmed,” and listening to a soothing voice guide her through deep breathing exercises.

The spot will run on connected TV with extensions via organic social and web channels through the end of January.

Focusing on day-to-day annoyances, “The Everyday App For January” spot mirrors the themes of some of Headspace’s other recent advertising efforts. Last fall, for example, the digital wellness firm rolled out a series of four 15-second commercials featuring scenes such as a parent trying to put a baby to bed or someone having a tense dinner with their relatives.

In August 2022, Headspace also branched into the sexual wellness space with a content series dubbed “The Women’s Collection,” which was created by an all-female crew at British production company Gather.

Credits

Date
Jan 03, 2023
Client :
Headspace
Chief Marketing Officer :
Christine Evans
VP Global Brand Marketing :
Amy Davis
Director Global Brand Marketing :
Tiffany Spatafore
Senior Brand Marketing Manager :
Stephanie Li
Campaign Operations :
Grace Hartley Shilton
Senior Creative Director :
David Hsia
Creative :
Tyler Hoehne
Creative :
Anton Mora
Senior Animator :
Brian Lee
Senior Brand Designer :
Liz Tran
Senior Copywriter :
Carrie Laven
Senior Creative Producer :
Melissa Don
Head of Production :
Chris Miller
Audio Director :
Scott Sorensen
Exec In Charge Production & EIC :
Lauren Kramer
Creative Director :
Neal Desai
Creative Director :
Eric Christy Manchester
Account Director :
Andy Haumersen
Executive Producer :
Judd Stricker
Business Affairs Manager :
Cindy Lewellen
Production Company :
Farm League
Director :
Tim Wheeler
Executive Producer :
Michael Pizzo
Executive Producer :
Tim Lynch
Line Producer :
Tara Saxon-Grossmueller
Director of Photography :
Damien Acevedo
Edit :
Cabin Editorial
Editor :
Taylor Tracy Walsh
Assistant Editor :
Allyson Nicholson
Producer :
Taylor Rousseau
Head of Production :
Liz Lydecker
Executive Producer :
Adam Becht
Managing Partner :
Carr Schilling
Post Production :
Shape + Light
Executive Producer :
Cara Lehr
Managing / Creative Director :
Rob Trent
VFX Producer :
Arielle Weir
Lead Flame Artist :
Aaron Neitz
Color :
Trafik
Colorist :
Ricky Gausis
Producer :
Phoebe Torsilieri
Executive Producer :
Meghan Lang Bice
Sound :
Lime
Sound Designer/Mixer :
Adam Primack
Assistant Engineer :
Meg Ochs
Executive Producer :
Susie Boyajan

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