File-sharing service WeTransfer is taking the unusual step of calling for people to spend less time on tech because it is getting in the way of creativity at work.
In the brand’s new campaign, "Please leave", created by Stink Studios, WeTransfer highlights how digital tools have become a distraction from productivity in the creative sector.
WeTransfer, it says, can play a unique role in helping people reclaim their time with simple and intuitive tools.
Damian Bradfield, WeTransfer’s chief marketing officer and president, is arguing that the world of work is in the midst of a global transformation of how people relate to their industry and creative projects.
"Trials, interruptions, ads and data-mining have made our digital tools more of a burden than a solution. The more time people spend in a tech ecosystem, the less time they spend out in the world, getting inspiration and building things," he said.
"The underlying poem behind our campaign says it well: ‘When you’re here, you’re not there’ – and that comes at the price of creativity, relationships and real meaning."
The work was created by Sara Haas and directed by Thomas Ralph through Imposter. Noble Media is handling media on streaming services in the US such as Hulu and online platforms globally.
It follows the release of last year’s global study by WeTransfer, the Ideas Report, that polled 10,000 people who work in the creative industries and found that pressures from time, work and distractions from the internet are most likely to get in the way of ideas.
Meanwhile, WeTransfer has donated 30% of its full-page ad inventory since it was founded in 2009 to artists, freelancers and other creatives to promote underrepresented voices.
WeTransfer is based in Amsterdam, with offices in Los Angeles and New York.