Straighten Up

May 2019


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.

Experiential advertisement created by Miami Ad School, India for Apple, within the category: Electronics, Technology.

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