Joseph Brant Hospital // Twenty

Context

The world is recovering from a pandemic, politics are divisive and socioeconomic conditions are emptying our wallets - many of us are feeling exhausted. Yet the general narrative is that we have to work harder than ever before in order to succeed. We often hear that we have to give 100% (or sometimes even 110%) but that can feel overwhelming - and when we stop and think, is it really even true?

Idea

A campaign that cuts through the clutter, creating a juxtaposition against the work week being “100%”. Highlighting that even long hours are only a fraction of the 168 we all have to give each week, and creating the feeling that we can take back ownership and make the most of our 80%.