Ogilvy Health Intern Project

The summer-long intern project was designed to have all interns split into project teams and present a pitch to the executive board asking for them to take on a new client: Headspace. The goal was to build a pitch top to bottom with extensive research and campaign planning, which we presented to 200+ people at the end of our internship. The employees in attendance ranged from entry-level to C-Suite in all sectors such as analytics, HR, UX, creative, finance, and more!

Contributors: Miranda Morrone, Alexis Verdes, Bridgett Fleming, Christina Knapski, Collin Dignam, Taylor Anastasia

Our Big Idea: "Helping the Helpers"

Spending our summer working for an advertising agency that specializes in healthcare, we were able to see first-hand how COVID-19 mentally effected workers in industries that are expected to put others' lives ahead of their own. When finding out that Headspace was the company we were presenting for our new client pitch, we wanted to capitalize on the idea that this app could "Help the Helpers". Below are some key slides from the final deck that demonstrate this idea. We chose to target not only healthcare workers, but people in professions where their day-to-day stress is overlooked.

The concept for this TV Spot that I created was to showcase workers in their most stressful time of work and how Headspace can always be there for them in a time of need. The spot begins with a dark blue overlay on the scenes to express distress. In addition, these workers have an overhanging "Stress Meter" on their heads to represent their level of stress. The scenes then progress to show the workers taking a moment out of their day, finding a quiet space, and opening up their Headspace app. The app begins a quick breathing meditation session. Once the session is completed, everything gets brighter, the meditation wraps up, the stress meter decreases, and the workers go back to their professions. The closing frame drives a call to action that asks viewers to download the app.