Time To Ungrind

Agency: The Basement


Indianapolis-based agency, The Basement, and the Coalition of Colorado Campus Alcohol and Drug Educators (CADE), managed by NASPA - Student Affairs Administrators in Higher Education - are calling on students to prioritize mental health and wellness in a campaign that addresses the negative effects of hustle culture that can lead to drug abuse. The campaign is intended to convince college students to ‘ungrind’ and focus on self care and better habits. The campaign directs to a landing page ( where students can learn more about the dangers of hustle culture—and the abuse of study drugs. There is also a 'Time To Ungrind' GIPHY sticker pack ( available for widespread use.

For more than 20 years, CADE has supported college and university prevention efforts across the state of Colorado. CADE’s challenge for The Basement was to create a campaign that would inspire college students to rethink how they feel about the use of stimulants, specifically study drugs. The strategy evolved into something more ambitious: challenge hustle culture at large.

This professional campaign titled 'Time To Ungrind' was published in United States in December, 2022. It was created for the brand: NASPA, by ad agency: The Basement. This Digital, OOH Outdoor, and Print media campaign is related to the Education, Health, and Pharmaceutical industries and contains 1 media asset. It was submitted over 1 year ago.


Executive Creative Director: Noah Sarff
Creative Director: Uriaha Foust
ACD: Michael Thaman
ACD: Burton Runyan
Designer: Chase Mitchell
Designer: Meagan Greene
Copywriter: Lexi Warren
Web Developer: Paul Shreve
Animator: Joseph Cross
Audio Post House: Earshot Audio Post
Agency Producer: Kaylee Bonneau
Account Lead: Mallory Doyel
Media Director: Liz Robinson
Media Coordinator: Sarah Poythress
Account Coordinator: Mariah Bainter
Portrait Illustration: Nabil Nezzar
Lettering: Tobias Hall
Sticker Illustrations: Kasia Worek


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