The Centre for Mindfulness Studies was looking for a creative way to promote mindfulness to teenagers. With my creative team (Joshua Iannarelli and Jelena Zivkovic), we devised a campaign involving an infokit called "Moo'd (Mindfulness Over Our Devices) that encourages youth to take time off of their phones and get an adequate amount of sleep. The infokit involved different components, including guided meditation sessions and a sleep timer.
In order to advertise this to teenagers aged 13-19, we released out of home ads. Joshua and I collaborated on this mascot to serve as a buddy that guides you through the infotkit, meditation sessions, and sends you notification reminders to take time away from your screen. He appears in these transit ads I've contributed, catching your attention with cow facts and puns in relation to teen health and wellness.