Calm

The meditation app, Calm asked Granny to come up with a campaign to introduce the app to the German market. We used a straight-talking tone of voice, to appeal to the German no-nonsense sensibility and invited Berliners to “Breathe with us” in the most stressful moments of the day.

In addition to the OOH campaign, we aired TV spots in which viewers were invited to do a breathing exercise, as a break from the emotions of what they’re watching. The campaign saw a massive increase in local downloads and brand engagement.