Campaign for cure.fit

Brief: To promote their mental health vertical, mind.fit, with a complete campaign.

What we did:

Campaign Thought: Find your happy place anywhere, anytime, with mind.fit.

Campaign Hashtag: #MyHappyPlace

Hoardings:

I no longer have the images of the actual hoarding, but the hoarding was run for all of March 2018. The hoarding was a modification of the below social media posts:

Radio Script:

<office noises>

You’re late for your meeting. <background sound - Uhh your 5 o clock has been waiting for the past hour>

Your work is piling up. <background sound - WHERE’S THAT PERFORMANCE REPORT I ASKED FOR?>

And your colleague just ratted you out for accidentally pocketing a sachet of sugar. <background sound - Did you just take that sugar sachet? Weirdo…>

Now take a step back.

<All voices suddenly stop.>

<tone changes to a light and breezy voice, with the sound of the sea in the background>

And picture yourself on a deserted beach, with the sun setting over the horizon, your feet sinking in the sand, and wind blowing through your hair.

Feels good, doesn’t it?

Well, we can’t send you to a beach. But we can help send your mind to its happy place. Head to your nearest mind.fit center today.

Film Script:

Shot opens to a woman’s hands cracking an egg open in a pan.

Sound of “aaaaaaaaaaaaaaa”

She turns.

There’s a 10 year old kid wearing a red cape, shirtless, in shorts, running around the house with his right arm outstretched like superman.

Sound of glass breaking. Cut to kid staring up at the camera looking guilty.

Cut to smoke coming from the kitchen.

Cut to her throwing burnt eggs in the trash.

Next shot is of her driving. An auto comes from the opposite direction on the wrong side of the road, hits her side-view mirror and screams - dekh ke chalao madam!

Next shot is of her in an office, feeding fish in a fish tank on her desk.

A man comes and starts chatting with her while standing next to her desk, yapping away about some mundane life event and holding a teacup.

Her phone rings and she answers it - Hello?

She hangs up.

Shot of fish swimming.

Shot of dude slurping tea loudly.

Another man comes and drops a file on her desk.

Phone rings. She answers. She hangs up.

Shot of chatty man laughing animatedly and loudly.

Shot of fish swimming.

<The below are very quick shots that progressively get faster>

Another file.