Cannes Lions
FCB MEXICO, Mexico City / CHURCH & DWIGHT / 2019
Overview
Entries
Credits
Background
Mexican millennials would rather stop having sex than stop using their phone for a whole week. Mobile dependency generates distance between couples, even if they spend time together in the same room. It also decreases satisfaction and produces uncertainty in any relationship. It has become a worldwide health problem that might be solved if people can get closer and more intimate with their partners by using something thinner than any mobile gadget out there.
Execution
The camera becomes a witness of everyday situations and shows real couples completely immersed in their mobile phones, severing any contact with each other; in spaces commonly used for human interaction and intimacy, such as a bedroom in a parent’s apartment, a hotel room and a living room. Using only natural light, the black & white was choose to dramatize even more the isolation and the distance between the couple, focusing on their faces highlighted by the mobiles screen’s glow.
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