Sexy Procrastination for

SHOTS & and action agencies developed an advertising campaign to support the Headway educational app for the Canadian market. The basis of the campaign was bright and even somewhat provocative animated videos with the sexy character of Procrastination.

The essence of the Headway App product is to present the main content of books for self-development, career and relationship improvement in a concise and understandable form.

While working on the brief, the agencies thought: what prevents people from engaging in self-development? It is difficult and takes time – it is much easier to post on social networks. Despite all the advice on overcoming procrastination, we understand that no one will stop procrastinating anyway.

But how can we turn our enemy into a friend and make him work for us? The Headway application is ideal because you can listen to or read something worthwhile almost anywhere and anytime. This is how SHOTS formulated the main message: make procrastination work for you.

and action creative agency was responsible for character development and the projects’ animation in 2D. After deciding on the idea, we attempted to imagine what a procrastination character might look like. Like a sloth, we thought and helped to finalize the character concept together with Headway. Next, five video plots were agreed upon. Each story corresponds to the specific needs of the audience.