Campaign and concept designed for the movement Embrace the Pointless. Made as a part of a competition for a sub-brand of the Danish Heart Foundation and designed in collaboration with Louis Kocmick.

The movement is centered around a website, that encourages the visitor to “waste” their time in the most delightful way and share that experience with their friends and relatives. 

The goal? To decrease time-stress among young millennials. Why? Young people spend a lot of time worrying about what to do when and why, even the act of going for a walk needs to be justified. The justification can in worst cases course physical damage to the heart – that is where Embrace the Pointless comes in. It makes it possible to take a needed break and creates awareness about the subject itself.

© 2021 Jasmin Kharamani