2017 Winners & Shortlists

SAMSUNG SAFETY SCREEN

Innovation Lynx
BrandSAMSUNG
Product/ServiceELECTRONICS WITH CUTTING-EDGE TECHNOLOGY
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryCreative Innovation
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement STARCOM Dubai, UNITED ARAB EMIRATES
PR STARCOM Dubai, UNITED ARAB EMIRATES
Additional Company THE GOODFELLAS São Paulo, BRAZIL

The Campaign

In 10 years, half the world’s population will suffer from myopia. Today, 1 in 10 children suffer from vision problems. Screens are an integral part of children’s lives. The problem is they hold the screen too close to their eyes. It’s a daily struggle for parents to change this behavior. We needed to make sure children watch responsibly. So, we created Samsung Safety Screen, an app that helps children hold the screen at an optimal distance from their eyes.

Creative Execution

We spoke with a generation of “tablet parents” from around MENA and uncovered the daily inner battle they faced regarding their kids and their screen time. They were torn between using tablets as a way to keep them occupied and a genuine concern for the health repercussions this could cause. We set out to discover whether the age-old idiom of “you’ll get square eyes if you sit too close” [to a screen] had any truth to it. After consulting a number of medical journals and professionals, including The Vision Council of America, we found that the distance someone sits from a screen dramatically impacts the health of their eyes. This is especially true of children whose eyes are still in their formative years. This was a story that parents needed to be made aware of so we leveraged PR and our own channels to spread the word and educate.

-50K downloads in first 2 weeks -Google top trending app in the world -#1 education app -#7 free app -#20 all categories

The campaign addressed an issue caused by handheld devices that is effecting the health of most children today. It turned the problem into a solution, by creating an app that used the technology in handheld devices to protect children's health.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Dubai Chief Creative Officer
André Nassar Leo Burnett Dubai Executive Creative Director
Saadi Alkouatli Leo Burnett Dubai Creative Director
Daniel Salles Leo Burnett Dubai Creative Director
Daniel Salles Leo Burnett Dubai Head of Art
Bruno Bomediano Leo Burnett Dubai Head of Art
Samer Zouehid Leo Burnett Dubai Senior Copywriter
Smita Bhardwaj Leo Burnett Dubai Communication Director
Ramzi Sleiman Leo Burnett Dubai Regional Communication Director
The Goodfellas The Goodfellas Digital Production
Magma Magma Illustration
Dan Newton Leo Burnett Dubai Editor
Shereen Mostafa Leo Burnett Dubai Head of TV Production
Clandestino Clandestino Production House
Henri Bassil Clandestino Director
Ray Barakat Leo Burnett Dubai Executive Producer
Links
Application URL