Finalist
Emma, Work Colleague of the Future
Summary of work
We have more health education than ever and yet we’re getting sicker. One of the biggest reasons for this? The office. Ergonomic workstation solutions company, Fellowes, wanted to raise mass media awareness of this burgeoning workplace health issue and help people put in place preventative measures to increase their office health. People know that desk jobs are bad for our health, but like smoking, knowing isn’t enough to change bad habits. To bring this public health warning for office workers to life and drive action, we needed a shock from the future that would make people sit up and think. Say hello to Emma. Our work colleague of the future. She’s a horrifying glimpse of our future poor health based on current office working practices. Within 24hours Emma became a worldwide cultural phenomenon, a meme and TV star, all driving unprecedented enquiries for Fellowes.
Judges’ comments
This project was really impactful, and used a powerful concept to really capture the attention of the media. It had strong results across multiple channels and countries, using creativity and innovation to drive impressive reach.
