FLEX FULL-TIME

Click to Quit. F*ck that 9-5.

SQUARESPACE INSTIGATES A SELF-EMPLOYMENT REVOLUTION.

Client:
Squarespace

Task:

Come up with an integrated campaign that convinces first-time entrepreneurs that Squarespace can help them succeed, even if they don’t have it all figured out yet.

Insight:

Gen Z values salary less than any other generation. Almost 2/3 reported that they would rather work for themselves, quitting a job if interfered with their work-life balance.

But starting a business is hard. Many think they have to have it all figured out before they even start, ending up unhappy and unfulfilled in their careers. It is a hurdle many never get over.

Luckily, Squarespace’s all-in-one platform has all of the tools to give them the confidence to make that leap and follow their dreams. They just need a nudge in the right direction.

Idea:
This integrated campaign targets workers at their most vulnerable—on their way to and from work—and encourages them to quit their jobs through Squarespace. After helping you build your website and business, Squarespace will send your boss your resignation letter and a link to your new website.

The fun doesn’t stop there, though! We’ll hijack job search sites, Tiktok ads, podcasts, and project our pointed ads onto corporate buildings during office hours. You know, for those who need a little extra encouragement.

Impact:
The ballsy approach disrupts traditional work mindsets and empowers a new wave of entrepreneurs.  We provocatively promote the idea that work can be fulfilling, flexible, and aligned with personal passions with Squarespace, contributing to the broader cultural conversation around self-fulfilment and the pursuit of one's dreams. The provocative, relatable messaging resonates with the target audience, building a strong brand affinity for Squarespace and generating social media buzz, increased engagement, and sales.

Executions

Resignation

Radio Spots

#1.

VO: Good morning, Britain. I'm not a real DJ, and this, is your morning news... [music intro] All in one platform, Squarespace has waged war on unfulfilling employment, stating "[bleep] that 9-to-5!". Reports of increased resignation rates are swarming around the country, with Squarespace providing extra support for those daring enough to follow their business dreams, even resigning on their behalf. [normal voice] Wait, is this true? Pass me my phone off the charger, mate. Cheers... Check your email. [voice change]. The rest of this ad had to be recorded by AI because our voice actor said [bleep] that 9-to-5 and used Squarespace to find full-time freedom. You can, too. Squarespace, [bleep] that 9-to-5.

#2.

VO: Silly sausage, stuck in the rat race. You don't need a 9-to-5 when you have Squarespace. We'll help you build your own business and website, and we'll even help you quit. If you needed a sign to resign, this is it. Don't kill yourself for that job; you can be alive and thrive. Become your own boss with Squarespace and say [big bleep] that 9 to 5!