hounddog

role

art direction, graphic design, copywriter

year

2023

agent

Luquire George Andrews PR, creative, data teams, and intern collaborators Brian Kata and Dylan Sutton to assemble a creative solution to a problem of our finding.

deliverables

brand identity
chrome web extension
advertisements
merch line
press release headlines
organic and paid media data

the annoying problem

When given the option, 9-5 metropolitan and remote area desk workers will often choose to skip their lunch breaks and continue to work through them. Lunch breaks have become nourishment of the companies' appetites, while the employee's own growls remain unsatisfied.

harmonious insight

62% of American workers say they eat lunch at their desks thanks to remote work; we’re spending an average of 48.5 minutes more at work each day, attending more meetings, and navigating more emails.
*Tulshyan, 2021

A 2005 study into Canadian Software Developers use of music revealed Music helped in relaxation, getting around mental blocks by changing thoughts instead of getting tunnel-visioned
*Hickling

On the other hand, studies have also shown unfamiliar or overstimulating music can hijack our attention.

*Tulshyan, 2021

creative solution

let's use music in the right way to get workaholics away from their desks with a new annoyingly supportive coworker. we'll create a Chrome extension that syncs to the individual worker's optimal break times and locks the computer after providing lunch coupons. these may only be redeemed during your lunch hour, incentivizing the user to step away from their desk. trying to unlock the computer will result in uncomfortably loud and distracting tunes.