Flexible workspace challenger brand Work.Life is launching a bold, daring and disruptive new campaign which will run across OOH in Manchester and London and across social media.
The campaign disrupts the often dull co-working category and gives the brand a more honest and relevant role in culture by highlighting the things we all love to hate about office life: Drama, dirty offices and, of course, corporate BS.
The campaign “does what no other brand does in the category does.” It calls out all the bad stuff other brands refuse to acknowledge and positions Work.Life as the perfect antidote to all of it.
Elliot Gold, Co-Founder of Work.Life, said: “We are super proud to launch our new
iteration of Work.Life’s brand campaign. When [we] founded Work.Life, we set out to create a better way to work. Like many people, in our previous careers we had experienced some great workspaces but also some terrible ones. We set out to make a positive change in the world of work.
“Our new campaign brilliantly embodies this mission in a fun & irreverent manner. Further, at a time when every other brand in our category shies away from the realities of office life, our campaign offers a more fresh and honest take.”
Will Poskett, founder of Defiant, creative agency on the campaign, added: “Last year we started working with Work-Life to develop a new brand positioning and creative platform. Our initial work proved hugely effective, growing spontaneous awareness by x3 and helped them to grow faster than any other brand in their category.
“This year we wanted to push the needle even further with an even more bold and daring campaign. Our new work directly calls out all the worst aspects of office life, we all love to hate, in an irreverent and tongue-in-cheek manner. The work really does prove that even ‘B2B’ brands can embrace creativity and humour to spark fame and commercial growth.”
