Straighten Up

School: Miami Ad School


Smartphones have become an integral part of our lives. They are our only constant companion be it a boardroom, or a bathroom. There is no denying the fact that smartphones have made our lives easier and have innumerable benefits. But, we also cannot run away from the fact that they are causing one of fastest growing ailments in the world – ‘Text Neck’.
While using our smartphones, we subconsciously bend our necks. What we don’t realise is a small thirty-degree tilt of the neck, leads to an excess weight of thirty pounds.
Idea: Straighten Up
Using face recognition technology, Apple phones detect the angle at which the neck is bent. If the angle exceeds five degrees, the phone would blur the image/text on the screen, leaving the user with no option but to straighten up. Thus, inculcating a habit to always keep the neck upright, even while using the phone.

This student campaign titled 'Straighten Up' was published in India in May, 2019. It was created for the brand: Apple, by ad school: Miami Ad School. This Experiential medium campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted over 4 years ago.


Advertising School: Miami Ad School, Mumbai, India
Art Directors: Yashashree Samant, Apaar Singhal
Copywriters: Yashashree Samant, Apaar Singhal, Mehak Marwah
Faculty: Siddhi Ranade, Ishan Mehta


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.