Tobias recently worked with The Basement on this campaign to highlight the dangers of #hustleculture. The campaign features fake adverts for 'the society of success' which he was asked to deface.
The campaign encourages people to slow down, take time for themselves and ultimately do less. It's a sentiment I couldn't be more on board with.
Tobias Hall's mastery of the hand drawn lettering aesthetic at its best here in this excellent subversive project, turning the discussion around 'hustle' culture on its head.
The strong idea and striking execution not only look great but the campaign asks challenging questions in an effective and engaging way.
The three fake 'posters' were defaced with real-ink lettering applied by Toby, and to be revealed piece-by-piece for the digital promotion. We absolutely love it.
There are of course, those people for whom something resembling hustle culture isn't a choice, due to various socio-economic factors. This campaign isn't aimed at those people, rather people who don't need to stay up all night striving for more, but do so because the culture tells them they have to