Emotions Matter

Phrasee, 2018

The Emotions Matter campaign was launched on World Mental Health Day in 2018. The campaign was a call to arms to brands to stop using negative emotions in their marketing.

The main piece of collateral was a brochure; created primarily for print, and featuring contributions from big names among Phrasee’s customers, such as Virgin Holidays, Gumtree, and Hilton.

The A4, double-page spread allowed for more creative layouts, along with the Emotions Matter branding; a unique derivative of the core Phrasee branding, designed to be more calming in shades of mint and teal, and featuring plenty of white space.

Emotions Matter featured heavily in Phrasee’s 2018 Festival of Marketing booth, where we created the infamous Phraseeum.

Emotions Matter: Return on Ethics

- Phrasee, 2019

The follow up to 2018’s successful Emotions Matter campaign, Return on Ethics focussed on the financial gains that ethical marketing could mean to brands.

Phrasee conducted a survey with both marketings and consumers across the UK and US. The data was broken down into the two large infographics shown; the research and graphics created became particularly poignant during the COVID-19 pandemic when Phrasee called on marketers to reduce their “hard sell” and focus more on well-being and safety.