What’s On Your Mind?
Client Gemeente Utrecht
Company o2 communicatie
Mental health issues among young people are still a major taboo. With a bold new campaign, the City of Utrecht is opening up the conversation — in a way that really resonates with young people. ‘Unbox jezelf’ sends a powerful message: your feelings are valid — and talking about them helps.
Scope of work Concept & Strategy, Visual Identity, Campaign, Social Content, Event Activation, PR
Outdoor campaign
The challenge
How do you spark open conversations about mental health with a generation that would rather keep things hidden? And how do you engage the people around them to spot the signs — and act?
Solution
We came up with a visually striking concept: “Unbox Yourself. Unbox Someone Else.”
Young people wearing boxes on their heads symbolize the feeling of being trapped inside your own mind. The campaign visuals, copy, and videos were created through co-creation — from street interviews to creative workshops.
Artist at work
During the campaign week, we unveiled a life-sized box painted by a young artist with her own story to tell. The box traveled to schools, young people shared their experiences in unboxing videos, and the campaign popped up everywhere — from bus stops and school hallways to bathroom ads and social media.
revealing the artwork at a school
The videos reached over 850,000 viewers. The campaign put the topic on the map — both literally and figuratively. Unbox yourself. Say what’s on your mind.
Testimonial video