Title | LESS SCREEN TIME |
Brand | BREEZE |
Product / Service | BREEZE DETERGENT |
Category | A02. Other FMCG |
Entrant | MULLENLOWE SINGAPORE, SINGAPORE |
Idea Creation | MULLENLOWE SINGAPORE, SINGAPORE |
Additional Company | UNILEVER ASIA Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Sheng Jin Ang | MullenLowe Singapore | Executive Creative Director |
Daniel Kee | MullenLowe Singapore | Executive Creative Director |
Alex Tan | MullenLowe Singapore | Head of Art |
Shiyi Neo | MullenLowe Singapore | Senior Art Director |
Rachel Chong | MullenLowe Singapore | Art Director |
Claudius Keng | MullenLowe Singapore | Art Director |
Ernest Chin | MullenLowe Singapore | Copywriter |
Shaifali Dayal | MullenLowe Singapore | Regional Business Director |
Sean Lee | MullenLowe Singapore | Account Director |
Yong En Soon | MullenLowe Singapore | Account Manager |
Gayle Lim | MullenLowe Mediahub | Senior Digital Planner |
Alvin Tan | Ground Production | Photographer |
Evan Lim | The Rabbit Hole | Retoucher |
In Singapore, children spend more than 6.5 hours a day on screens, with this number rising to over 12 hours for adults. In contrast, Singaporean children spend less than 30 minutes outdoors daily – a worrying disparity that is expected to increase over time as devices are increasingly preferred for entertainment, education and even interaction. This campaign champions outdoor time by presenting a sobering take on what it looks like to spend a lifetime in front of screens, only for regret to set in when it’s too late. Apart from print insertions, the strategic use of digital content and OOH placements at outdoor bus stop shelters allowed us to engage Singaporeans at places where they are commonly engrossed in devices, delivering a dose of irony to encourage them to reevaluate their digital habits.