WeTransfer launched its first major global brand campaign, “Please Leave,” the company announced in a press release this week. The campaign reinforces WeTransfer’s role in facilitating creativity and helping drive results more effectively by valuing the most important entity of any company: its people and their well-being.
With the aim of encouraging viewers to give screen time a break and get out in the real world, the campaign wants to remind creatives the most valuable fuel for inspiration comes away from the computer.
The file-sharing platform unveiled its new campaign in the form of a video spot, narrated by poet and author Roxane Gay. The video highlights the fact that in today’s digital climate where creatives are glued to their seats, novel ideas come more easily and frequently while engaged in human experiences and interactions.
WeTransfer’s campaign isn’t simply telling people to leave their laptop, they’re introducing new initiatives that will actually help free up more time for them such as paying brands to show less or shorter ads and experimental audio ad formats.
As part of the campaign, WeTransfer will run ad-free listening/watching on Pandora and connected TVs. Similarly, the company collaborated with independent media agency Noble People and WIRED on an initiative new to the market which removes paywall barriers to premium content.
Damian Bradfield, CMO and president of WeTransfer noted, “The more time people spend in a tech ecosystem, the less time they spend out in the world, getting inspiration and building things. The underlying poem behind our campaign says it well: ‘when you’re here, you’re not there’—and that comes at the price of creativity, relationships and real meaning. Get out of your tech and make things happen. We’re a team of creative thinkers. We see you. We hear you. We believe great things happen when things just flow.”
WeTransfer’s endeavor to inspire new forms of inspiration in consumers follows telling results from a 2018 poll the company conducted with 11,000 WeTransfer users in 143 countries. An overwhelming majority of creatives said they were more likely to get ideas from “real-life experiences like talking with friends, travel, nature, books, magazines and going to galleries.”
WeTransfer’s new campaign isn’t the first time it’s displayed a commitment to maintaining the efficiency and growth of the creative process. Last year, the company acquired slideshow presentation-making app Paste and virtual canvas app Paper from FiftyThree.
In light of Mozilla’s new Firefox Send—a free file-sharing tool that’s fully encrypted and doesn’t require users to share an email address or any other personal information—WeTransfer must think outside the box if they’re to keep their 45 million monthly users. Firefox Send allows users to send one gigabyte of data without logging in, and 2.5 gigabytes with a Firefox login while receivers of the data don’t require an account.