Different Mornings

Ideation - Campaign Design - Mental Health

What was needed?

Campaign about Mental Health, in a non-cliche, creative way and showing the positive side of life.


- Explore all the cliche ways! (Get it out of the system)

- Make it relatable

- Gather first thoughts of real people that they have when they get up in the morning

- If the thought makes them sad, flip it to encourage them to think of it in a positive way

- Spread Awareness across social media

The Process

We took the idea of letting your first thought of the morning to be a positive one and started the campaign by letting our team sketch out the first thought they had in the morning for 15 days. We encouraged everyone to be as honest as possible with their thoughts. 

We then took these sketches and converted them to posters, each having a copy that puts up the thought in a candid or positive light and removes any negative association connected to it. It is to encourage people to take small steps to change the way they look at situations, until things become great for them!

Express. Be Bold. Conquer it all.

Yes, positive thinking should be practiced. And it need not always be looked as something hard to do. Just do it. Small steps could add up and gradually change it all. Conquer your thoughts and don't fall prey to the circumstances of life.

"Change your outlook. Start small."

The Visual Tone

We are talking of taking small steps, but the message is strong. Everyone should practice it.The base colours were kept bright and striking and balanced with bold black sketches to enhance the tone of messaging. The message had to be up, fearless and clear. The copy was put up in hand written fonts on the posters to maintain human feel. Yes, we are clearly talking about life here. 


"Life is good! Just look at it
with the right lens."


This was a digital campaign. The initial sketches made by the team were shared everyday across social media platforms like Instagram, Facebook, Twitter under the hashtag, #thefirstthoughtchallenge. This was to create the buzz and also encourage others to think about their first thought in the morning. It could be as simple as looking at your phone or having a glass of water. These sketches were then edited to create these posters.

The posters, gifs now float around social media and encourage people to 'change'. They also find beautiful application in print. The best part of letting everyone just record their thoughts was, that unbiased thoughts came up. These are usually the thoughts all of us will have. These posters could be a reminder for everyone to just change it all and as they say, 'Think Positive'.


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 Laughing Popcorn,
1st Floor, Kagalwala House,
CST Road, Santacruz East,
Mumbai - India

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