AUSTALIA – Meditation brand Imeditate has teamed up with Justin Ruben’s Oblong Creative to launch a new campaign encouraging Australians to stop overthinking and start meditating.
Modern life and the advent of technology have also led to a tenfold increase in worries and concerns. These negative thoughts, no matter how small, plague our mind, making it very difficult for people to move on—leading to overthinking, which can have a very negative impact on people’s health. Research also shows that 88% of things we worry about actually don’t happen, and if they do, they’re a lot better than anticipated.
Imeditate’s centres are all staffed by meditation experts who can teach the fundamentals of meditation, suitable for both beginners and advanced practitioners. The centres are conveniently located in the CBD, making them the perfect place for office workers to visit after work to clear their minds before heading home.
The campaign from Oblong uses disappearing type as a visual metaphor for worries disappearing when you meditate. It includes outdoor executions, water bottles, and T-shirts distributed directly to nearby offices—encouraging busy professionals to give meditation a try.
“This campaign is aimed at showing that everyone can benefit from meditation,” said Gabrielle Martin, Manager for Imeditate. “Small things that may seem trivial can overtake our thoughts and stop us living life fully. We want to help stop this. We love the work Oblong has done, putting a modern slant on the world of meditation.”
Justin Ruben, CCO and Founder of Oblong, added, “We wanted to give Imeditate a modern look and feel and move away from the hippie vibes associated with the world of meditation. We feel the type and colours combined with the modern subject matter achieve this.”
Imeditate has centres in Sydney, Melbourne, and Brisbane.
Oblong is the creative venture started by multi-awarded creative Justin Ruben, specialising in different-shaped thinking and giving brands a voice in culture.
Credits:
Client: Imeditate
Imeditate – CEO: Charlie Hogg
Imeditate – Manager: Gabrielle Martin
Creative: Oblong Creative
Media: Rock Paper Scissors
