Headspace Promise
HEADSPACE
AGENCY // GUT
ROLE // GRAPHIC DESIGN, CHARACTER DESIGN, ART DIRECTION, HEAD OF ART
As the pandemic hit, GUT won the pitch for Headspace and worked hand in hand with the client’s team to develop the brand’s first TVC ever, alongside animation studio Nexus. GUT managed to convince the client to create the “Headspace Promise,” an on-going commitment to support people when they need it. This provided free Headspace subscriptions to all the 30 million unemployed people in America who lost their jobs because of the pandemic. Yes, the brand’s first TV spot offered the app for free and through an honor system, a crazy act of bravery that showed the brand’s humanity, compassion and commitment to mental health. Because, while Headspace can’t give them their jobs back, it could help people focus on getting back on their feet. The campaign was such a massive success in the US that it ended up reaching other markets thereafter, including the UK, where Headspace decided to expand its promise and commitment.