Hong Kong is a bustling city where a fast-paced lifestyle is the norm. Many people feel especially tired and even depressed on Mondays, as they contrast their busy work week with the relaxing weekend. People with Monday Blues are feeling distasteful and dreading their major routines on Monday. However, they mostly would still be persistent on work because of their responsibility and guilt. They also tend to worry too much about the work they will face and have ruminating negative thoughts. So there's a relaxation need for them.

Out of the blue means unexpected. This campaign mainly encourages people to live in the moment rather than keeping those Monday perceptions in mind. It suggests making Monday "out of the blues", to be unexpected and without negative rumination, hence having a less distasteful Monday as they always deserve relaxation.

Tutor: YIU Man To

This project is created for educational purpose. All commercial brands depicted in the projects in this project are ‘imaginary clients’ that students have chosen as study subjects. PolyU Design is not suggesting any creative direction for the respective brands.