We have more health education than ever, yet we’re getting sicker. One of the biggest reasons for this? The office. Ergonomic workstation solutions company, Fellowes, wanted to raise mass media awareness of this workplace issue and establish themselves as an authority on office health. We needed a bold activation to drive media relations cut-through and wake people up to the importance of workplace health. We created a shocking life-size work colleague of the future, Emma, based on scientific research into current office working practices. Captivating the media, Emma became a worldwide cultural phenomenon within 24-hours, driving unprecedented enquiries for Fellowes.