Reclaiming the Commercial Break

In April 2023, Good Life 2030 launched a new campaign, ‘Reclaiming The Commercial Break’, created in partnership with creative agency Iris and supported by media agency MG OMD, who brokered partnerships with media owners including JCDecaux, blowUp, OPEN, Pearl and Dean, The Guardian, Mobsta, SeenThis, Snap and media aggregator OpenX. The two-month campaign will be visible across digital, cinema, online publishing and outdoor including a Piccadilly Circus takeover.

The campaign plays with well-established advertising language to bring home the reality that advertising and consumption of material things distract from what’s important in life - a deeper connection to self, to others and to nature. The creative was developed over a rapid 6-week time frame, which began with an agency ‘Swarm’ – a 24-hour creative ideas sprint with 30 individuals.  

The campaign reached over 1.8 million people, earning industry recognition in The Drum, Little Black Book and Creative Brief.