This document proposes a campaign to encourage workaholics to maintain a work-life balance. It suggests reframing leisure activities as "work" done after hours to enrich their lives outside of the office. The campaign would use celebrities and ordinary people on social media promoting what they do after 6pm, like working out, cooking, or spending time with friends/family. It aims to convince workaholics that limiting work hours and pursuing other interests can make them more productive during the day while improving safety by reducing fatigue during commutes.

1. YOUNG GLORY 3RD BRIEF
SON HUYNH
LINH NGUYEN

2. WHO ARE
WE TALKING TO?
Workaholics.
Career-oriented guys
who know nothing
but the work.

3. THERE’S NOTHING WRONG EXCEPT THAT
They have no personal life at all.
AND they tend to drive home with fatigue.

4. APPROACH
Instead of telling them how dangerous driving with tiredness is,
we tell them to work only 8 hours and drive with consciousness.
So, they can be home safe and sound to do other “work”.

5. THE IDEA
THE NIGHT IS MADE FOR
“WORKING”!
Show them that there are so many other activities
that will enrich their lives.
Enjoy night life so they can work better in day time.

6. A MOVEMENT OF 24 HOUR WORKING
What you’re gonna do after 6pm? The contact report, the client’s
feedback, the timesheet or some other sh*t you cannot even name?
Let’s join in 24 HOUR WORKING, the movement dedicated to
workaholics to work harder on other “work”.
The kind of work that makes them more productive the day after.

7. EXECUTION
We ask people to tweet about what they do after 6pm.
The movement can start from Celebrity, to the typical workaholics
to share their “work” at night.

8. IT’S 9PM AND
I’M STILL BUSY
“WORKING”…
MY BODY
JACK BLACK

9. IT’S 8:32PM
I’M BUSY
“WORKING”…
MY NEW STYLE!
MILEY CYCRUS

10. I’M “WORKING”… HER!

11. I’M “WORKING” MY NEW RECIPE

12. “CAN’T TALK NOW,
STILL “WORKING” MY PARTY!”

13. I’M“WORKING”MYBLOG
MS,THANH25YEARSOLD

14. AND FOR THE…
Stubborn workaholics…

15. We will “push” them to “work” by
- Sending them to a cool bar
- Turning off their company’s air conditioner
- Planning some ghost prank at their office

16. In the end…
We want our workaholics:
- To Agree: working is necessary, but working for
pleasure is even helpful.
- To Work: in the office for 8 hours, then ride
home safe.
As there are a lot of interesting “work” waiting.

17. SO, TONIGHT, WHAT IS YOUR
#WorkAfter6
?P/S: I wish I didn’t work on this brief with fatigue!