WeWork has launched its first-ever digital campaign in hopes of clearing up any confusion around what exactly its coworking spaces have to offer.
The campaign consists of a handful of short videos that contrast staid, drab offices with WeWork’s vibrant and trendy spaces. In one spot, a trio of worn out office workers play with paper airlines and throw cramped paper balls into garbage cans to try and beat the afternoon slump. When a paper airline toss leads them through the doors of a WeWork space, they suddenly feel reinvigorated and ready to take on the rest of the day.
According to WeWork, the goal of the campaign is to debunk the "misconception that WeWork is only for startups and freelancers." By showing a variety of office setups and scenarios, the hope is that it will resonate with those who work in the mid-market office sector. The effort, which also includes GIFs, static images, and display banners, is running on Facebook, Instagram, LinkedIn, and YouTube within North America.
The spots and other campaign elements were created by Creative Studio, WeWork's in-house agency that launched in January of this year. The entire video campaign was shot within WeWork’s headquarters in NYC and is the first of continuous quarterly digital advertising campaigns to come from the company, which has 345 office locations in 65 cities.
Last year, WeWork tapped Julie Rice, co-founder of cycling studio SoulCycle, as chief brand officer.