Frazzled, the charity founded by comedian and author Ruby Wax, has teamed up with creative agency Revolt to launch an innovative DooH campaign on Manchester’s Ocean Outdoor sky ceiling. The campaign is supposed to encourage people to talk about mental health as openly as they discuss the weather.
DooH: A Digital Sky That Gets Brits Talking About Mental Health
Despite the fact that 69% of Brits make small talk daily, 45% never openly share how they really feel. To change that, Frazzled has created The Feeling Ceiling—an interactive digital experience that asks visitors, “How’s the weather in your head today?”
Hosted at Printworks Manchester, home to Europe’s largest digital ceiling (900m²), The Feeling Ceiling uses lifelike full-motion VFX effects to transform the screen into a sky-like display, visually representing different emotional states.
Launching on May 12th to coincide with Mental Health Awareness Week (May 12th–18th), the campaign will be available for two hours daily. Ruby Wax will kick off the experience at Printworks, meeting visitors to encourage open conversations about mental health.
Designed to capture attention and spark meaningful discussions, the installation combines immersive audio, animations, and special lighting, with VFX work produced by Flipbook. Visitors can interact with the display via a touchscreen, selecting a weather symbol that triggers an animation on the ceiling.
The digital sky dynamically shifts to reflect emotions—dark clouds spell out ANXIOUS?, lightning illuminates STRESSED?, raindrops form TEARFUL?, and rolling fog reveals BRAINFOG?. A bright blue sky symbolizes the positive impact of talking to Frazzled, showing how a conversation can brighten up your day.
Recognized for its innovation, The Feeling Ceiling was the sole winner in the Printworks Skylights category of Ocean Outdoor’s 2024 Digital Creative Competition, which highlights bold and original concepts in Digital Out of Home advertising.
