Client/Brand: Digi Telecommunications Malaysia
The Brief
To propose several on-ground Public Service Announcements for Digi Telecommunications Malaysia. Choose a topic relevant to current society problems and news topics that still fit with brand message.
The Solution
When parents are too engrossed in their phones, their children can walk right into danger, with serious consequences. So how we can raise awareness of this serious problem? By showing them what happens when they don’t pay attention with two unique social experiments.
• Idea 01
In KID XCHANGE, we literally exchange distracted parents’ kids with child actors and see how long it takes them to notice.
The payout? Reminding them that phones can be replaced but their child cannot.
• Idea 02
In MISSING LINK, we snap pictures of a child with a distracted parent on the phone. Using an on-site printer and a preset template, we create missing children photos to put around the grocery store. The message is simple: Your children want your attention. They shouldn’t be in danger to get it.
Each approach highlight the importance to paying attention to your children and can be amplified through various social media channels.
Role: Art Director/Designer
