insight

The pandemic has changed the way we all live and work forever. Governments and brands around the world are telling us this is all just part of the “new normal.” But there’s nothing normal about 84% of the world admitting to living with chronic stress brought on by this new way of life, according to the Cigna Global Well-being Survey. We needed to turn this attitude on its head before this wave of chronic stress manifested into serious illness around the globe.

idea

This might be new, but it’s not normal.

Through a 360-brand campaign lead by seven quirky characters, each facing their own darkly familiar yet humorous stressors, we educated the world that “This might be new, but it’s not normal.” when it comes to your stress. By flipping the coined phrase on its head, we got our audience talking about how stress has changed for everybody throughout the pandemic.