2022 Winners & Shortlists

SOCIAL MEDIA VS. ISAAC NEWTON

BrandTHE KING ABDULAZIZ CENTER FOR WORLD CULTURE AN INITIATIVE BY ARAMCO
Product/ServiceSYNC BY ITHRA
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
CategoryNot-for-profit / Charity / Government
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Production FILMWORKS Dubai, UNITED ARAB EMIRATES
Post Production 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

Name Company Role
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
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