2016 Winners & Shortlists

Creative Execution

Samsung is a leading company in creating devices like tablets and mobiles. As a brand that prides itself on providing solutions through its technologies, it was fitting that Samsung used its technology in a way that could change this behavior.

The app changed behavior of kids and trained them to hold screens at an appropriate distance from their eyes.

Kids are spending more time these days watching content on screens. While devices like mobiles and tablets are integral to education and entertainment, there’s an increasingly problematic behavior of kids sitting too close to the screen. This can cause damage to a child’s vision. So, Samsung addressed the problem with an app called Safety Screen. It is a unique means of detecting when children are sitting too close to the screen. The screen will become blocked and only unblock when the child has moved back to a safe distance.