Samsung: Safety screen app

Credits & Description:

Brand: Samsung
Media: Online
Category: Electronics, Technology
Agency: Leo Burnett
Geo: United Arab Emirates
Samsung: Safety screen app
Advertising Agency: Leo Burnett, Dubai, UAE
Chief Creative Officer: Bechara Mouzannar
Creative Directors: Daniel Salles, Bruno Bomediano, Saadi Alkouatli
Art Directors: Daniel Salles, Bruno Bomediano
Regional Executive Creative Director: André Nassar
Production Company: The Goodfellas
Product/Service: Electronics With Cutting-Edge Technology
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
Chief Creative Officer: Bechara Mouzannar (Leo Burnett Dubai)
Executive Creative Director: André Nassar (Leo Burnett Dubai)
Creative Director: Saadi Alkouatli (Leo Burnett Dubai)
Creative Director: Daniel Salles (Leo Burnett Dubai)
Head of Art: Daniel Salles (Leo Burnett Dubai)
Head of Art: Bruno Bomediano (Leo Burnett Dubai)
Senior Copywriter: Samer Zouehid (Leo Burnett Dubai)
Communication Director: Smita Bhardwaj (Leo Burnett Dubai)
Regional Communication Director: Ramzi Sleiman (Leo Burnett Dubai)
Digital Production: The Goodfellas (The Goodfellas)
Illustration: Magma (Magma)
Application URL: http://www.SamsungSafetyScreen...
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.