PARKER SCOFFIELD · Strategist

ZOOM


THE ASK
How can we bring the culture of the siesta into the US work-culture in a way that works?


CONTEXTThe American workplace culture is fast, productive, and relentless; if you trail behind, you get left behind. Employees are feeling burnt out from poorly handling the stressors from work-life and employers are financially motivated, believing efforts alone bring success. Despite the known benefits of power-naps, they are taboo in the US workplace.





By equating effort with success, Executives are burning out the very people they're counting on to perform, the Pressured Self-Managers. Zoom understands the potential of effective video meetings, whether you are awake or taking a power-nap.

INSIGHTS
  • 40% of people are dozing off while their camera is on.
  • 65% of meetings are considered a failure by executives.
  • Unproductive meetings cost companies an estimated $37 billion annually







CREATIVE THOUGHT STARTERS
Instead of trying to correct those who hold the power over policy and culture of companies, let’s shift their perspective about something they already very much believe in: 

Join the American Dream 

Zoom will embrace the fact that people tune out during video meetings, and promote this opportunity for sleep in a socially accepted environment initiated by executives, a nap Zoom meeting. 
Starting in the City that Never Sleeps, NYC, we start the campaign, inviting everyone to Join the American Dream, because they have been sleeping on sleep.



Coming up with this strategy on my own was a testement to my own skills as a strategist. I’m really proud of what I was able to accomplish. The Imposter Syndrome can come in at times, but it doesn’t need to stay. There’s merit to both working on my own and collaborating as a team, and each has its perks.
TAKEAWAYS


THE TEAMParker Scoffield - Strategist
Brielle Anderson - Art Director
Parker Bond - Art Director
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Parker Scoffield   USA   ©2026

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