Semi says: Busy creatives need ‘cuppa and a lie-down’

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Auckland creative digital agency Young & Shand has forged a campaign – with a focus on worker wellbeing – to promote this year’s big Auckland design event, Semi-Permanent, now under way in Auckland at the Victory Convention Centre in Freemans Bay.

“For those of us working in the advertising, design or communication industries, putting in long hours and late nights just comes with the territory,” said Semi Auckland director Simon Velvin. “Yet it’s hardly the recipe for inspiring great creative work.

“To encourage New Zealand’s creative community to stop and take a much-needed break, we collaborated with Young & Shand to create the Take a Creative Health Day campaign.”

Young & Shand CD Tim Wood said: “Knowing you work late is one thing; seeing yourself actually doing it is quite another.

“Using this insight, we covertly filmed Auckland ad agencies [Saatchi, DDB, FCB and Colenso] late into the night, and made the creatives we wanted to reach the unwitting stars of our campaign.

“It was a bit of fun but also an approach that helped us deliver a more a serious message. This is all of us, working late, again. Isn’t it time we all stopped and did something to nurture our overworked creative minds?”

The video was supported by four Facebook posts, each one highlighting the dangers of overworking creative brains, caffeine dependence, compulsive procrastination, chronic mental vacancy, and natural light sensitivity.

Velvin claims that to date the video has been viewed “more than 20,000 times” on the Semi website and has been directly responsible for more than 200 people signing up to attend Semi Permanent.


Creative Director: Tim Wood, Jon Coles
Senior Art Director: Anita Young
Senior Copywriter: Misa McConnell
Copywriter: Felicity Hopkinson
Art Director: Cyrill Hucleux
Drone Pilot: Andrew McCallum
Director of Photography: Alex McVinnie
Senior Designer: Michal Semela
Designer: Ting Teng
Developer: Andrew Dover
Producer: Matt VanTiel
Senior Account Manager: Danika Paki
Account Manager: Hannah Musuku
Music: Long Way Down from UK indie rock band Gem And The Deadheads
Semi-Permanent Director & Partner: Simon Velvin

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