Becoming
Present.org
As part of my thesis project at art school, I delved into the issue of society's addiction to constantly being connected to their cell phones. Through extensive research, surveys, and testing, I explored the root causes of this problem and its impact on our lives.
To reflect the emotions and sentiments collected during my research, I created a powerful visual art piece in the form of a collage. I invited people to respond to it and encouraged them to question their own relationship with technology and what they may be missing out on in life as a result.
Inspired by my art piece and research, I developed an ad campaign that aimed to invoke an emotional response in viewers. I wanted to encourage them to reflect on the role technology plays in their lives and how they can take steps to achieve a better balance between the digital and physical worlds.
The Problem
The prevalence of cell phone addiction in our society is a problem that can contribute to a lack of presence in the current moment. In response to this issue, I wanted to create an ad campaign with the goal of sparking a public conversation and promoting mindfulness. My campaign would aim to encourage people to question their reliance on their phones and consider what they might be missing out on in life.
The Solution
My ad campaign targeted three distinct demographics:
The first ad addressed the issue of missing out on the world around us and was targeted towards young and middle-aged adults (ages 25-35). This ad would be displayed in high-traffic areas like malls or on billboards in transportation hubs.
The second ad was focused on missing out on entertainment and targeted towards teenagers and young adults (ages 18-25). This ad would be displayed on online platforms like YouTube.
The third ad addressed the issue of missing the important things in life and was targeted towards parents and older adults (ages 35-45). This ad would be featured in parenting magazines or publications like AARP.
