Adapting to Crisis

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] THTW Still03 (1) — WeWork is promoting itself as the office space of the future.VaynerMedia / WeWork

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

Sara Spary

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

Recommended articles