project & account management
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Minimum

MINIMUM

Tech and agency work-life is conducive to reliance on mobile devices. Phones are allowed everywhere and used for everything. BYOD (Bring Your Own Device) is believed to increase productivity, but is it helping more than it is hurting? The POSSIBLE Seattle 2018 Summer intern team was tasked with generating awareness of unconscious mobile phone habits in the workplace, specifically in media and tech agencies.

Our app miniMUM provides a competitive, fun and unexpected way to help reduce impulsive checking. On top of providing a solution to the problem, the media and content strategy interns were specifically was tasked with creating a scope and timeline for the three stages of our campaign.


 

I produced this proof-of-concept illustrating the production component of POSSIBLE Seattle’s 2018 Intern Project.

This video is part of a larger campaign designed to initially tease, then promote mobile mindfulness and app adoption. The campaign asks participants to be better phone parents, likening our unconscious overuse of mobile devices to helicopter parenting, and encouraging deliberate, quality time with your cell.

Our well-intentioned impulsive phone habits are creating our unconscious use.

THE ASK: To promote mobile mindfulness among Seattle media professionals. Help agency employees curb the compulsive urge to check.

OUR INSIGHT: A person’s cognitive capacity is significantly reduced when their smartphone is within reach — even if it’s off (10% less working memory). And yet, 70% of employees keep their phones within eye contact at work. This matched with the fact that people are triggered to pick up their phones for one reason but stay longer than they should, does not bode well for the workplace.

THE SOLUTION: An officewide app-based game that utilizes comradery, positive reinforcement, awareness, and rewards to encourage mobile mindfulness.

We decided to measure this through awareness, recall, and sentiment of the campaign and the number of of people that take part in the game and commit to change. The transformation that miniMUM provides is from well-intentioned but impulsive checking to intentional checking with an informed, equipped, and committed mindset.

miniMUM proves that employees are being controlled by their phones by providing information as well as engaging activities to change their habits to be smarter employees and humans.

Our campaign was set into three sprints:

Crawl: A Proof-Of-Concept in the Seattle office

Walk: PR element to introduce the concept in regionally (Seattle agencies)

Run: Push campaign to WPP agencies nationally

THE TEAM:

Project Management & Production: Grace Gandolfo

Creative: Sara Dilley (Director, DP, Production Designer, Writer, Editor), Sam Coffaro (Copywriter), Dom Martinez (UX & Design), Amber Lloyd (Design), Jessica Chase (Development & Art Direction)

Strategy: Steve Aarts (Brand), Lucy Mungo (Brand), Hayden Harris (Content)

Media/Marketing Sciences: YJ Son (Media), Caroline Buck (Marketing Sciences), Ryan McCurry (Marketing Sciences & Finance)