Challenge

Position Fellowes as an authority and thought leader in workplace health and ergonomics

The Work

In collaboration with ergonomics and occupational health experts, we developed the “Future Work Colleague Report” and created Emma, a prototype (and warning) of the office worker of 2040 plagued by obesity, hunchbacks, varicose veins, bloodshot eyes, and repetitive strain injury.

Impact

Within 24 hours, Emma became a worldwide cultural phenomenon, meme and TV star appearing in 650 pieces of international coverage and on major TV networks and chat shows. Over 1M organically viewed our video content, all driving unprecedented web traffic for Fellowes.