There is so much negative all nighter culture at universities and at work. And while all of us at some point have probably had to pull an all nighter, there is nothing cool about that. It doesn’t mean we work harder than the next person, or are doing better work. As a collective of employees/ex-students who’ve faced their fair share of staring at screens far too close to sunrise, our mission was to de-glorify all nighter culture and encourage people manage their time better. We had to design something that would speak honestly and directly to both students and recent graduates. We wanted encourage them to prioritize their time better and help them find better work routines. And spread the word around campus themselves, redefining “cool” as they do it.

We decided to channel our all nighter hatred into something a little more productive, and prioritize voice while doing so – we built an entertaining, absorbing, introspective, and resourceful digital experience (with a little bit of bite). Our visitors relive an unvarnished all nighter by way of a provocative short film and discover what breed of All Nighterer they may be thanks to our fun cheeky quiz. Before they click away, they get a tailored resource packet/product suggestions and can respond to an article about how to lead more productive lifestyles.