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posted on Jan. 23, 2025 at 10:56 amJan 23, 2025

UAE’s longest film shows 84 per cent of teens in danger, sparks 30,000 sign ups

posted on Jan. 23, 2025 at 10:56 amJan 23, 2025

Within 48 hours of the premiere, the campaign created by Mullenlowe MENA for client Fixby had already sparked over 30,000 sign-ups, driven by organic interest, reflecting the urgency and resonance of its message.

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

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Tags:Ads Advertising Campaign creative Daniel Herbert digital Don't Look Down End The Scroll entertainment film Fixby intervention marketing medical warnings MullenLowe MENA Paul Banham Roxy Cinemas smartphone addiction social media social media scroll

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.