| Brand | SAMSUNG |
| Product/Service | ELECTRONICS |
| Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Category | Use or Integration of Digital or Social Media |
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Entrant Company
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
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Contributing Company
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
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Media Agency
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Production Company
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THE GOODFELLAS São Paulo, BRAZIL
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The Campaign
Screens are an integral part of children’s lives. The problem is they hold it too close to their eyes. We need to make sure they watch responsibly. So, we created the Samsung Safety app.
The app operates in the background. It uses facial recognition technology to calculate the optimal distance. When the screen is too close to the child’s eyes, the app will block the screen. It will only become unblocked when the child moves his face back to the appropriate distance.
The app changed behavior of kids and trained them to hold screens at an appropriate distance from their eyes.
Credits
| Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
| Andre Nassar |
Leo Burnett Dubai |
Executive Creative Director |
| Saadi Alkouatli/Daniel Salles/Bruno Bomediano |
Leo Burnett Dubai |
Creative Director |
| Daniel Salles |
Leo Burnett Dubai |
Art Director |
| Bruno Bomediano |
Leo Burnett Dubai |
Art Director |
| Samer Zouheid |
Leo Burnett Dubai |
Senior Copywriter |
| Henri Bassil |
Leo Burnett Dubai |
Director |
| Magma |
Magma/Curitiba Brazil |
Illustration |
| The Goodfellas |
The Goodfellas |
Digital Production |
| Shereen Mostafa |
Leo Burnett Dubai |
Head of TV Production |
| Maysaa Aboumourad |
Leo Burnett Dubai |
Producer |
| Smita Bhardwaj |
Leo Burnett Dubai |
Communication Director |
| Clandestino |
Clandestino |
Production Company |
| Ray Barakat |
Ray Barakat |
Executive Producer |
| T-Productions |
T-Productions |
Servicing Company |
| Taymour Elaasar |
Taymour Elaasar |
Producer |
| David Zavadescu/Teddy Tawil |
David Zavadescu/Teddy Tawil |
Offline/Online Editor |
| Rez Visual |
Rez Visual |
Grading Facility |
| Audio Boutique |
Audio Boutique |
Sound Design |
| Essa El Sheikh |
Montage |
Executive Producer |
Links
Additional URL