With Office Life as We Know It Under Threat, WeWork Positions Itself as a Safe Solution

Campaign from VaynerMedia pitches workspace of the future, at a time when people are afraid to return to the office

WeWork is promoting itself as the office space of the future. - Credit by VaynerMedia / WeWork
Headshot of Sara Spary

WeWork has launched a new ad campaign positioning itself as a solution for employers and employees concerned about returning to the office as the coronavirus pandemic continues to bite.

The new global brand campaign “That’s How Tomorrow Works” features a hero one-minute film that shows people returning to work for the first time since quarantine, while a narrator reflects on how much professional life has changed.

“Back to work. It’s something we used to say without much thought. Now it’s never carried more weight,” he says, presenting WeWork as a way to “build a business, without building an office.”

The ad, which is the first work for the brand from VaynerMedia, shows people using WeWork’s flexible office space while wearing masks and keeping socially distanced—a clear effort to position WeWork as a safe and flexible option.

It launched in the U.S and EMEA on Tuesday and will launch across LATAM later this month.

WeWork has had a rocky 12 months, to say the least, having laid off more than 2,000 employees after a postponing its planned IPO, losing its CEO and seeing its estimated market value slashed to $2.9 billion, well below its earlier estimated private market value of $47 billion.

And WeWork will no doubt have struggled to keep up footfall in its shared spaces—with many people still working from home due to the coronavirus pandemic and afraid to return to work.

But the business has spotted an opportunity with this new global campaign.

Historically favored by freelancers and smaller startups, WeWork is eyeing a bigger slice of the market—and 65% of its new customers in June (at the height of the pandemic) were from larger businesses, it recently told The Wall Street Journal.


Agency: VaynerMedia
Client: WeWork
Campaign: “That’s How Tomorrow Works”
Chief creative officer: Rob Lenois
Group creative director: Kyle Arango
Creative director: Clarence Bradley
Associate creative director: Jamie Shin
Associate creative director: Evan Elberson
Senior art director: Ricardo Burneo
Senior copywriter: Lee Lawrence
Art director: Stephanie Koop
Chief strategy officer: Wanda Pogue
Vice president, strategy: Jason Chan
Chief production officer: Aaron Kovan
Producer: Madison Mavis
VP, business affairs: Jaymie Lipman
Business affairs manager: Jessica Cohn
Project manager: David Brody
Executive vice president: Lisa Buckley
Account director: Mike Violette
Senior account executive: Evan Ketai
Brand Partners
Chief marketing officer: Roger Solé
Vice president, brand: Michael Fitzsimmons
Senior strategy director, brand: Nick Buckley
Director, product: Justin Shu
Creative director, brand: Marissa Neal
Sr. creative operations: Manager Kerry McConnell
Producer: Cameron Femino
Producer: Alex Johnston
Senior copywriter: David Corpuz
Production Partners
Production company: Blink
Director: Daniel Draddy
Producer: Chelsea Moynehan
Editorial company: VaynerProductions
Executive producer: Laura Shea
Senior post producer: Naina Pomerantz
Editor: Dave Conte
Editor: Jake Zimet
Assistant editor: Sydney Cannuscio
Assistant editor: Haley Insley
Colorist: Jamie O’Bradovich, Company3
Audio mixer: TJ Dumser
VFX supervisor: Sydney Daugherty
Flame artist: Jason Ortenberg
Production coordinator: Brad Cain
Director of technology: Kyle Doris
Music Partner
Music company: duotone audio group
Executive creative director: Peter Nashel
Arranger: James Beer
Executive producer: Ross Hopman
Music supervisor: David Leinheardt
Producer: Gio Lobato

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.