Behind the Mask
As businesses began reopening after a long, and difficult pandemic, customers were welcomed back inside. But something felt different. Customers and staff wore masks, and stayed separated by plexiglass. Interactions felt transactional and lacked a human touch. And of course, some customers took out anger and frustration on service industry workers. Based on an open brief, the Behind the Mask campaign was created as a toolkit for small businesses to humanize their employees at a time when human interaction was conspicuously missing. This campaign picked up a bronze pencil at the 2021 One Show Young Ones awards.
Businesses share pictures & light-hearted facts about their employees, which are turned into posters and other executions
Floor stickers for social distancing, and stickers for the counter, plexiglass, and other parts of the store.
Table cards for restaurants and coffee shops
Takeaways, including physical/digital receipts, bookmarks, and postcards.
Bookmarks for Bookstores
Postcards for restaurants and cafes
QR code user journey
The QR code leads to that business' instagram, where they've shared photos and facts about their employees. This promotes their Instagram account as well as showcasing their employees and signals to customers that they care.
The official Behind The Mask Instagram account reposts from businesses' accounts that are posted using our hashtag.