Brandmint and WorkWhile Launch a National Movement Across NYC, SF, DC and Las Vegas

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Brandmint has entered a defining new phase, one driven not only by creative power, but by cultural influence.

In October 2025, the agency unveiled its most ambitious initiative to date: a multi-city campaign created with WorkWhile that has transformed public spaces in New York, San Francisco, Washington, D.C., and, most recently, Las Vegas. What began as an advertising campaign has evolved into a nationwide conversation.

A Bold Campaign Built on a Bold Idea

Across Times Square, Market Street, and K Street one statement appeared in vivid, unmistakable green: UNEMPLOYMENT IS DEAD

The message wasn’t a provocation for shock value. It marked the public launch of ALUR, the American Labor Utilization Rate, a real-time metric developed by WorkWhile to track how many Americans using the platform are working right now.

The U.S. has long relied on monthly unemployment numbers that are often outdated by the time they are published. ALUR aims to change that by offering a live indicator of labour activity becoming to the job market what NASDAQ is to the financial markets.

From Coast to Coast

After dominating three major cities, the movement expanded west. Destination: Las Vegas. The city lit up in green with a new evolution of the message:

LIVING PAYCHECK TO PAYCHECK IS DEAD.

RISE 07 | INFLATION 01.

This shift underscores a major economic milestone: for the first time in years, wages are rising faster than inflation. WorkWhile’s RISE index tracks this in real time, offering a data point that is both economic and deeply human.

A Defining Moment for Brandmint

For Brandmint, this campaign represents a turning point. It proves the agency’s ability to move beyond traditional branding and into the realm of public influence. "Seeing Times Square all the way to Las Vegas turn bold green is more than a campaign, it’s a movement. Brandmint proved that when the message is right, it doesn’t whisper. It takes over cities" stated Raya Nawbar CEO of Brandmint.

The campaign didn’t just occupy billboards, it sparked conversations among workers, employers, policymakers, and the media. It demonstrated that: branding can ignite cultural change, data can become narrative and a message, when true, bold, and timely, can take over cities.

The Beginning of a Movement

The Brandmint–WorkWhile partnership shows that bold ideas, when backed by real-time data and executed with creative precision, can transcend advertising. “Launching a movement with technology requires a full stack agency. One that gets the brand, its target consumers, and most importantly stirs up the right emotion from the integrated campaign”  stated Simon Khalaf CEO of WorkWhile “Brandmint delivered on all fronts and made over 60 million viewers imprint our brand in their minds and our message in their hearts.”

What started in Times Square is now a national movement reshaping how America understands work.

And, according to Brandmint, this is only the beginning.

Credits

CEO: Raya Nawbar

Creative Director: Marianne El Khoury

Senior Art Director: Pamela Hrawi

Digital Designer: Keano Hourani

Digital Designer: Marylin Haddad

Production Manager: Rida Ghoussoub

WorkWhile: The NASDAQ of the Labor Market

WorkWhile is a U.S.-based, AI-powered labor platform redefining how Americans find work and how the nation interprets labor data. It Uses AI to match workers with open shifts instantly, measures how much of the workforce is active and earning through ALUR (American Labor Utilization Rate) and buils tools like RISE (Rate of Increase of Salary and Earnings), which compares salary growth vs. inflation.

The platform partners with economists, businesses, and policymakers to reshape how labor data is reported and understood.

In their words: “WorkWhile is not fighting unemployment. It’s replacing it.”