‘Conscious Breathing’ Brief

I’ve been practicing a course of, for lack of a better word, mindfulness, for almost a month now. For this ad I was inspired by D&AD’s Creativity for Good award (in particular this killer ad that effectively severed the financial relationship between Lego and Shell), as I felt the positive effects of conscious breathing pretty quickly and felt it was something others – and by extension, the world – could benefit from practicing. I’ve changed my label of this from ‘good’ as later I experienced the consciousness to allow me to be more ‘bad’ when I wanted to, but I still feel it is positive to allow people to express their real selves, rather than automatically behaving in a conditioned way they do not like, obeying the opinions of others that run around in their head.

Now that we’re past all talk of ‘mindfulness’ and you get my meaning, I’m going to instead label the client as ‘Discover You’, as I believe from my other meditation experiences that the aim here is to discover the ‘Real Self’. I’m going deeper than just being mindful so I can work harder in the rat race.

The ad follows on from the brief below:

Big Ship Copywriting

Communication Brief

Date: 23/11/15

Client: Discover You

Project: Conscious Breathing

Media: Poster

Background Briefing: People can feel unnecessarily anxious due to false perceptions in their minds, by breathing quick and shallow breaths in their chest and both combined, producing unnecessary adrenaline. Conscious breathing is an exercise to correct this, bringing the person back to better awareness of their own body, a calmer and focused state of mind and more.

The modern environment is a problem for a lot of people here – it is too fast, demands everything of the intellect (you are monetarily rewarded for a lot of thinking, other types of living are less cared for) and targets and exploits almost every kind of fear in people it can.

Conscious breathing is not the be all and end all solution – but it is a starting point for those with the courage to improve their lives. The idea is to place the poster in public areas, like waiting for the bus, train and (if you’re in somewhere like Melbourne!) the tram.

Problem: Not enough people are breathing in the belly and remaining conscious

Opportunity: Make people feel the benefit through reading the poster and following its quick conscious breathing exercise

Business Objective: Make more people breathe consciously
Target Audience
Demographic: All ages, both sexes, city dwellers in particularPsychographic: People who worry too much, have negative thoughts, are in their head all the time, have lost touch with their senses, body, feelings, emotions, stuck in fight or flight mode and are unhappy not matter how much they keep trying harderKey Desire: To have more life (unconsciously, to be who they really are)
Key Proposition: Conscious breathing helps you worry less
Reasons to Buy In:

  • Learning how to breathe in the belly and not the chest gives:
  • Better body awareness
  • Less negative thoughts
  • Renewed access to your emotions
  • Puts you more in touch with your feelings
  • Makes you more aware of your surroundings
  • Calms and focuses the mind
Intended Response: *a deep breath and feeling of energy*

Mandatories: N/A

(Image: A red and yellow striped balloon)​


Close your mouth. Put your hand over your stomach. Imagine a balloon in your belly.

Exhale through the nose until the balloon is completely deflated. Now breathe in through the nose for 5 seconds, filling that balloon. Exhale again through the nose for 5 seconds, deflating.


The belly, not the chest.


Don’t force it, congratulate yourself for trying, and just –


Focus that breathe in your belly.


You are consciously breathing. You are having less negative thoughts and worries. You are gaining back the awareness of your body, feelings, sensations and emotions.


You are connecting to your Real Self.

Now, go on with your day and just –


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