The content sharing platform WeTransfer has launched a campaign telling users to leave the distraction of technology, emphasising its role in ‘facilitating creative flow’.
The campaign’s film is inspired by the findings from its Ideas Report, a global study revealing how and where 10,000 creatives get their best ideas.
WeTransfer says since its inception in 2009 it has envisioned technology as a tool to help humans and facilitate creativity. Damian Bradfield, CMO, WeTransfer, said: “People are burnt out. Creative work has suffered. And that has to change.” The campaign is a response to this idea, aiming to highlight and encourage people to use tools to give them more time away from the screen.
A poetic reminder
The poem in the video campaign is read by American writer Roxane Gay, which seeks to embody the file sharing service’s values, including ‘keeping you in flow’ and ‘the best ideas happen offline’. WeTransfer will also run some first-of-its-kind elements that are focused on giving people their time back. This includes the first-ever initiative, by WeTransfer, to remove paywall barriers to premium content.
Damian said: “We’re sharing this poem to remind ourselves and others that it’s time for a cultural paradigm shift in our relationship with technology. Go outside. Get coffee with a friend. Put your phone down. Our view was, is, and always will be: people first, creativity second, technology third.”
