Client:

Cerebral is an online mental health platform.

Challenge:

To take readers down a path from a dreamy vacation to taking care of their mental health with therapy using a light tone. Write a caption aligned with the ad.

Solution:

The concept for this ad plays on the idea that people often find other ways to cope with their mental health rather than trying therapy. The headline piques the audience’s interest with a thought-provoking question to grab their attention. The next two lines of copy name relaxing moments someone may experience on vacation and invites readers to visualize themselves at the beach. The third line changes directions to a therapy-focused approach to bettering one’s life, tying in Cerebral’s services. The client wanted to experiment with different taglines, so I wrote the line at the top of the end card in the first-person perspective, helping clients visualize themselves seeking therapy. To keep the tone light, the tagline uses the wording “mental vacation” to bring the vacation theme together.

The caption for this ad uses a fun tone to tie in a beach vacation with therapy. “Live your best life” resonates with the audience’s desire to live their dream life, with the last line showing Cerebral as their solution for taking care of their mental health.