Have you ever complained you’re still slaving over your laptop at 8pm? Or posted a pre-office hours desk shot to Instagram with a grumbling caption? In a society that worships productivity, people are using social media to transform the pressure of their labours into an opportunity to humblebrag.

The success of ad campaigns is often measured by how many people see them. But The Wall Street Journal’s ‘Ambitious Hours’ campaign took a different route, exclusively targeting people with specific lifestyle choices – meaning the only people who saw it were the people that mattered.

As having a strong work ethic is increasingly valued and respected, being hard-working no longer means you’re a geek. On the contrary, it's becoming a preferable lifestyle choice.

Too busy, tired or achy to get your own lunch? For a fee, Londoners can now use Henchman to have someone bring whatever they want to wherever they are. But will this app become a vital part of their lives, or is it just a novelty for those too hungover to leave their bed on a Sunday morning?