THE CHALLENGE

Pause is a subscription box service brought to you by mental health charity Mind. Every month, subscribers are sent a box filled with activities and helpful information to help them carve out more moments of ‘me-time ’and boost their overall well-being.

However, Pause sits as a side-arm of the Mind brand so it’s current social content can appear unrecognisable to the established Mind audience. We were asked to develop a suite of assets that promoted Pause subscription boxes and accurately reflected the diversity of the brand’s subscriber base and product range.

INSIGHT

To ensure our content worked hard for the brand, we opted to shoot content buckets that aligned with the USPs of each individual box. This meant that assets were versatile and had the option to be mixed and matched–making them last longer on audience’s feeds.

We worked with small crews to make the most of the limited budget and even recruited some of our team to feature in shots to save on costs.

THE SOLUTION

Over the course of two days, we produced 30 static images, 7 short form videos, 3 TikTok videos and 4 GIFs that showed real people in real environments and showcased the wide variety of content that is included with a Pause box. All our work aligned to Mind’s new photography guidelines so we could bring Pause closer to the Mind brand.

Part of our task was to think about how the assets could be used for year-round promotion so needed to align with seasonality and various national holidays. To achieve this, we shot in two separate locations and staged different seasonal settings without making the shots specific to one event or holiday.

“We are so impressed with the work you are doing. It’s so well thought out and you all are lovely to work with.” Kate Parks, Senior Giving Officer–Mind