Janssen (Johnson & Johnson) wanted to raise awareness about depression, break harmful myths, and show it as a serious illness - not just “bad mood.”

Solution

The campaign was built on the insight that people suffering from depression see the world through a grey filter, where joyful moments lose their color and meaning. To help others not only recognize but also experience this perspective, we created a city installation that allowed passersby to see the world “through depression.” Alongside content, social media, influencer storytelling, and an online conference, the campaign invited society to understand depression as a real illness that changes how life itself is perceived.