SOCIAL MEDIA VS. ISAAC NEWTON
Brand | THE KING ABDULAZIZ CENTER FOR WORLD CULTURE AN INITIATIVE BY ARAMCO |
Product/Service | SYNC BY ITHRA |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Not-for-profit / Charity / Government |
Idea Creation
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
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FILMWORKS Dubai, UNITED ARAB EMIRATES
|
Post Production
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FILMWORKS Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
Imagine if social media existed during the most important times of Newton’s career. When he discovered gravity. Would he have been able to focus? To create without being bullied or compared? Would he have been able to lead with confidence?
Would we have advanced as humans the way we did?
The film shows Newton, completely missing the apple falling with gravity, because he received a notification that caught his attention. He comically even bites the apple while he is going through his social channel.
This film is part of a series of 3 films, each portraying 3 historical geniuses: Leonardo, Mozart and Newton.
Cultural / Context information for the jury
Social media can become a real addiction that can shut anyone’s potential down. Excessive use of social media can have very negative repercussions, such as low self-esteem and distraction, among other things. And Saudi Arabia uses social media excessively, to say the least. It ranks among the top countries in digital and social media consumption.
Ithra, a Saudi-based cultural centre recognised how important it is to unlock the potential of each and every Saudi for a better tomorrow. It was time for Saudis to impact the world and Ithra wanted to remove any blocks or obstacles that were limiting their potential. So, it created a Digital Wellbeing Program - Called “Sync” - to overcome digital addiction.
Credits
Mohammed Bahmishan |
Publicis communications |
Support |
Thierry Chehab |
Leo Burnett |
Concept/Ideation |
Renaud Henneffe |
Leo Burnett |
Ideation/Concept/execution |
Samir Antoun |
Leo Burnett |
Support |
Makram Khatib |
Leo Burnett |
Support |
Julia Masri |
Leo Burnett |
support |
Links
Video URL