Imeditate clears the clutter with modern mindfulness campaign

Meditation brand Imeditate has teamed up with Oblong Creative to launch a campaign encouraging Australians to start meditating.

Modern life and technology have led to an increase in worries and overthinking and can negatively impact people’s health.

Research shows that 88% of the things we worry about never happen, and when they do, they’re often far better than anticipated.

Meditation made simple for busy Australians

Imeditate’s Sydney, Melbourne and Brisbane CBD centres are staffed by instructors who teach beginner and advanced meditation, helping office workers clear their minds before heading home.

The campaign turns disappearing type into a visual metaphor for how meditation can help worries fade.

Alongside out-of-home advertising, branded water bottles and t-shirts are also being handed out to nearby offices as a way of encouraging staff to give it a try.

Imeditate manager Gabrielle Martin said the aim is to show that everyone can benefit from meditation

“Small things that may seem trivial can overtake our thoughts and stop us living life fully. We want to help stop this,” she said. “We love the work Oblong has done, putting a modern slant on the world of meditation.”

Oblong founder Justin Ruben said he wanted to move away from the “hippie vibes” associated with the world of meditation.

“We wanted to give Imeditate a modern look and feel,” he said. “We feel the type and colours combined with the modern subject matter achieves this.”

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