Our client, Masina Hospital, is an over 110-year-old establishment dotted with vintage photo frames. This inspired us to create an image of an early 1900s family portrait but with all heads down, and mount it in a vintage frame to communicate our message to the people visiting the hospital.

'It's not your fault, the mobile would have been an addiction in any generation.'

We expected people to notice this because of the never before seen image of a 'family portrait but with all heads looking down' exaggerating the impact of mobile addiction. The idea was to create curiosity about this frame, connect with the message and therefore inquire about the digital detox program being offered.

To establish the contrast of an old frame showcasing a new behaviour of 'all heads down', we had to age the image and frame authentically, to attract our audience's attention.