To encourage Brits to talk about mental health as much as they do the weather, a new campaign from Frazzled and Revolt is taking to the skies.

‘The Feeling Ceiling’ makes use of Europe’s largest digital ceiling at Manchester’s Printworks. Using lifelike full motion VFX to make the screens seem like skylights, the campaign unleashes dynamic weather conditions on audiences below. 

Representing different emotions, dark clouds merge into the word ‘Anxious?’. Lightning illuminates the word ‘Stressed?’, raindrops fall to form ‘Tearful?’, rolling fog reveals ‘Brainfog?’ while a sunny blue sky brings to life how a chat with Frazzled ‘can brighten up your day’.

The campaign runs across Mental Health Awareness Week to point Brits towards Ruby Wax’s charity, Frazzled. Wax is passionate about getting people talking about mental health. The campaign is born from Frazzled research, which found that sixty-nine per cent of Brits make small talk every day about things like the weather, yet 45% of us never open up about how we really feel.

‘The Feeling Ceiling’ is an interactive experience designed to stop visitors in their tracks and start conversations about how they really feel. Visitors can interact with the display via a touchscreen, answering the question ‘what’s the weather like in your head today?’. Depending on what weather symbol they choose, a different animation is triggered on the ceiling above. The VFX work is produced by Flipbook.

“Brits never shut up about the weather. So we start Frazzled sessions by asking ‘How’s the weather in your head today?’ to ease into those deeper conversations,” explains Ruby Wax.

She continues: “Our ‘Feeling Ceiling’ brings that question to life, in the biggest, boldest way we could imagine. We hope to capture people's attention and help more people weather their storms with Frazzled."

The campaign was the sole winner in the Printworks Skylights category of Ocean Outdoor’s 2024 Digital Creative Competition, which seeks to empower original, bold new concepts in Digital Out of Home.