The pared back type-driven designs are inspired by pre-internet era 1980s advertising, which combined with the calm pastel palette evokes the slower pace of a simpler time and offers visual respite from the garish bombardment of a typical social feed.

The campaign simply allows viewers a calm mental space in which to stop and think, with no call to action or URL – it’s all about spending more time IRL.

Outdoor activations at places with great potential for real life social connections, such as care homes, public parks and pubs, help to nudge people into more meaningful interactions that they may be missing out on.