Ahead of Valentine’s Day this year, the co-working space Work.Life is leaning into the human connections of office life, using humour to subvert the typically romantic holiday. Building on a campaign from last year, created by Defiant, ‘Single Hot Desks in Your Area’ revives the brand’s cheeky and relatable tone.

With the 2022 statistic that almost half of adults in the UK have reported feeling lonely at least occasionally, the campaign embraces connections that can come from in real life working. Whether it's the casual chat with a desk buddy or forming lasting friendship with a colleague. 

As hybrid working is still a popular model, Work.Life encourages office-goers to make the most of those in-office days and the real-life interactions that come with them. It also encourages those who might already feel like being in the office more often. 

While aiming to tackle loneliness, the campaign also leans into the evidence that happier workers are more productive workers. Employees with strong workplace relationships are 7X more likely to be engaged in their jobs, and happy workers are 13% more productive than unhappy counterparts. 

The new billboards embrace the romantic theme of Valentine’s Day, but combine the romantic sentiment with office culture to create comedic copy that sticks. 

The out-of-home activations will be in Spitalfields and Southwark over this Valentine’s weekend. Accompanying them are social activations and an online article, ‘The power of workplace connections: Why who you work with matters’, exploring the benefits of workplace connections.

Elliot Gold, Co-Founder of Work.Life, explained: “We spend a huge part of our lives at work, so having people around us who support, inspire, and challenge us makes all the difference. Coworking isn’t just about finding a great space—it’s about finding your people. This campaign is a tongue-in-cheek celebration of those workplace friendships that make work more enjoyable, fulfilling, and ultimately, happier”.

Sarah Sich, Head of Marketing, Work.Life, added: “At Work.Life, we love using humour to spark conversations about what really matters. This campaign might make you laugh, but beneath the playful tone is something deeper – work happiness isn’t just about perks or productivity; it’s about the people who make each day better. A great workspace doesn’t just give you a desk; it gives you a sense of belonging, and that’s what truly makes work enjoyable”.

Unlike classic Valentine’s Day campaigns, ‘Single Hot Desks in Your Area’, focuses on human connection as a whole, and not just romantic relationships in isolation. The funny and striking advert not only promotes the co-working space, but also promotes the benefits of making workplace connections.