Protect Your Projects — 2020

An awareness campaign encouraging creatives to tear productivity off its pedestal and replace it with joy.

The Protect Your Projects campaign is a resistance movement against the ‘Era of the Hustle’. It calls on young adults who have creative hobbies to resist our culture of relentless busyness by pledging to vehemently protect the activities that bring them joy and draw boundaries between work and leisure.

The campaign runs over print and digital media, with a focus on subversive tactics such as street posters and stickers, manifesto-signing and censored social media filters. The approach is bold and disruptive, and its purpose is to capture the attention of the target in the hopes that each viewer will rethink their priorities and encourage others to do the same. The Protect Your Projects movement aims to shape a world in which productivity and clout comes second to wellbeing, creativity and joy.

Enjoying intentional leisure activities has been proven to significantly reduce depression and manage stress. However now more than ever, young adults are losing what it means to have a hobby. We live in a culture that rewards over-working, and feel obligated to capitalise on the intersection of joy and skills. More than any other generation, Millennials and Generation Z are taking on ‘side hustles’ — monetising, sharing online and feeling pressure to be productive at all times. This culture of relentless business strips the joy out of the activities one loves.

Student Project

Design strategy
Graphic Design
Copywriting