Addressing the ongoing pervasive issue of smartphone addiction among teens and children, MullenLowe MENA, in collaboration with Fixby, has unveiled ‘Don’t Look Down’ – a nine-hour film premiered exclusively at Roxy Cinemas, described as ‘shocking’, ‘pivotal’, ‘horrific’ by audiences.
The film serves as a powerful social experiment and creative intervention, forcing audiences to confront the unsettling reality of excessive smartphone use by pre-teens, teenagers and youth.
Blurring the lines between entertainment and intervention, “Don’t Look Down” immerses viewers in a simulated endless social media scroll, punctuated with ads, medical warnings, and a QR code that
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
