2016 Winners & Shortlists

SAMSUNG SAFETY SCREEN

Short List
BrandSAMSUNG
Product/ServiceELECTRONICS
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse or Integration of Digital or Social Media
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Contributing Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Production Company THE GOODFELLAS São Paulo, BRAZIL

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

Name Company Role
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
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