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.