Breaking the productivity myth

Mastering the art of doing nothing

When you think of personal development, what comes to mind? It doesn’t matter if it’s emotional, social, or professional development, you probably thought about the tools, exercises, and habits that promise to make your life easier while helping you reach your goals. But is that the best way forward? The leadership training experts at De Baak have a different opinion.

Do more? No, do less.

With De Baak, we decided to flip the switch. We urged people to stop, saying that stopping might be the most productive thing you can do.

So, we linked the idea of stopping and space to a feeling of pure relief to create a campaign that reflects De Baak’s belief that (sometimes) standing still is the best way forward.

Amplifying silence in a world of noise.

Small changes can have a huge impact – and De Baak’s campaign proved it. A few seconds of quiet in a radio ad, gave listeners a moment of peace in an otherwise loud and busy space. Positive news and relaxing messages were delivered via beautiful analogue photography in print and outdoor ads. This is all in stark contrast to other ads that shout and scream at you to buy something.

The overall result built on De Baak’s existing recognisability to be quietly disruptive, a little playful, and memorable.