Fossil
Fossil set out to create a PR-able idea that would spark conversation around the value of time. Especially among 18 to 24-year-olds, a generation under constant pressure to do more, faster. Our strategy focused on an often misunderstood group: procrastinators. In a productivity obsessed society, delaying tasks is seen as failure. But what if procrastination is a key mental process? One that allows space to reflect, explore, and create.
Client
Creative strategist
Year
2021
Project type
PR-campaign
Credits
Ester Wikström (Designer)
By putting the product at the heart of the idea, we created a smartwatch face that reimagines time through the eyes of a procrastinator: the first hours usually represent endless opportunities, followed by the thrill of a tight deadline.
For the Procrastinators is a campaign that challenges time norms through a simple shift in design to celebrate and empower procrastinators to take their time, guilt-free.
