New Blood Entry — ScreenCare Line
Award: Yellow Pencil
21GRAMS / 2024
21 Grams gived us with the challenge of helping Gen-Z to combat myopia, which is largely caused by excessive screen usage.
So, to convey this message, we decided to capitalize on something they already do, which is the trend of skincare.
We discovered that spending long periods of time on their phones strains their vision to focus, leading to furrowing of the brow and accelerating the appearance of wrinkles at an early age.
That's why we created ScreenCare, an anti-wrinkle cream line that, with 3 simple application steps, exercises vision and reduces the risk of future myopia. After all, what good is having perfect skin if they can't see it?
What did the judges have to say?
ScreenCare line won a yellow pencil because it successfully found a behaviour that the target audience already does and played on that. It had a strong idea, with great refined execution.
Nour Abosaif, Creative Designer, Hill+Knowlton Strategies Riyadh
ID 2489 - ScreenCare line: This piece was commended for bringing a fresh perspective to the 21Grams brief. The application of the idea in market, and the way it activated the audience to push for behavioural change made it a stand out example. The craft, visualisation and storytelling was excellent, making this a stand-out example in the category
Daniel Whitehead, Creative Director, Frog
Taken from recording - 'I felt like I learnt something from this entry - thinking about what the entrants were doing made me challenge how I thought about the brief, and gave me the opportunity to learn about an audience that I haven't considered as much before. On top of that, the execution is great, it's just a really nice and well-rounded design.'
Joe Wheeler, Creative Director, Microsoft
This piece of work was tapping into a very true insight - it had a simple execution that was tapping into the consumers existing behavior and tackled the brief in a very unexpected and creative way by tapping into another product category. It was super well crafted and was bang on the brief on encouraging behavioural change. Thanks for being brave!
Christine smith, Group Creative Director, Innovation, Virtue Worldwide
Taken from recording - 'It was an approach none of us thought of after looking at the brief - really unique, made us think and made us slightly uncomfortable, which all the best ideas do!
India Pearce, Senior Creative and Designer, Havas Play