The campaign was composed of 3 different copies emphasizing on the main insight, which shows how we fill our lives with small talk and avoid more fulfilling subjects.

In the first copy, young people were debating about the siren sounds of the ambulance, police and fire truck. There is a similar discussion in the second copy that was about Instagram's story algorithm. In the third one, two young people were discussing about the strategies of using public transportation in crowded hours.

These long debates finish with "Change The Subject" slogan. In this way, young people are told that they spend too much time on certain subjects and called to spend their time on the arts.