WORK.LIFE - Work Made Happy

​Challenge:
Work-Life is a co-working space that was struggling to grow awareness & market share. In fact, WeWork’s awareness was almost x30 that of the Work-Life brand. We needed to find a way to cut through, accelerate brand fame & growth.

​What we found:
Looking to the category we observed that most brands tend to talk the same. They all conveyed happy people and perfect spaces. No brand, however, reflected the reality of office life and all the bad bits that come with it. This, we realized, was our opportunity to disrupt the category.

​What we did:
Our new positioning “We remove the hard work from working happy” helped the brand cut through in the category. A positioning that saw Work Life become the first brand to acknowledge the bad bits of office life and position itself as the perfect antidote to it.

​Results:
We helped grow spontaneous awareness by over 200% in the first 12 months of the campaign and helped Work. Life become the fastest-growing brand in the workspace category.