Indeed, 'Tick Tock Till Bedtime' by Tin Man

When unpicked, what we need more of is an awareness around flexible hours, shared parental leave and just a general acknowledgment that people have lives they need to live around work.

Izzy Ashton

Deputy Editor, BITE Creativebrief

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Indeed

Working with the largest global job site Indeed to help working parents navigate the challenges faced by inflexible working hours, we’ve partnered with award-winning children’s author Giles Paley-Phillips to write and animate a bedtime tale that explains the working world to kids

Agency:: Tin Man, London

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Bite Insight

In reality, the traditional working hours of nine-to-five don’t suit a large majority of the working population. When unpicked, what we need more of is an awareness around flexible hours, shared parental leave and just a general acknowledgment that people have lives they need to live around work.

In Tin Man’s latest campaign for Indeed, they created an animated children’s book to explain the world of work to kids. ‘Tick Tock Till Bedtime’ was created in partnership with children’s author Giles Paley-Phillips to help working parents navigate the challenges posed by inflexible working hours.

In the animation we see little Frankie waiting each night for his mum Lizzie to come home from work and tell him all about her day. The book shows Lizzie hard at work, not pausing for breath as she signs, organises, waits and writes, all to ensure she can be back in time for Frankie’s bedtime.

The animated element of the book and its simplistic, rhyming language enable all of us, both adult and child, to understand the way the working world functions. Parents throughout every generation have had to work while raising a family. Right now, it feels like slowly but surely the conversation around the flexibility of work is changing. And books like this one are an important part of educating the next generation.