Hustle culture has invaded our lives and destroyed the boundaries that separate work from leisure. Now many of us feel like we don’t know when to stop working.

To launch The Closer, a beer opener that shuts down all work apps and we turned Canada’s biggest hustle influencer - Michele Romanow - into an anti-hustle influencer. Additionally, we worked with four other famous influencers, and allowed everyone in Canada to call out a friend in a similar way. Beyond the influencer groundswell, we developed OOH and digital tactics to target the overworked.