FIXBY / UAE / 2025Film · Experiential
Don't Look Down.
Phone-pouch brand FIXBY screened a nine-hour 'film' in UAE cinemas that was nothing but a simulated phone scroll, to show parents how much time teenagers lose to their screens.
- Brand
- FIXBY
- Agency
- MullenLowe MENA
- Market
- UAE
- Region
- GCC
- Year
- 2025
The challenge
Teen smartphone addiction is a growing worry for parents, and FIXBY sells pouches that lock phones away. It needed a way to make the scale of daily scrolling felt, not just quoted.
The idea
MullenLowe MENA turned a teenager's typical day of scrolling into a nine-hour simulated feed and premiered it at Roxy Cinemas as a feature film. The stunt pointed people to endthescroll.com to sign up. The agency worked with sister companies MRM and Current Global and a parenting expert, Dr. Alison Burrows.
Results
- By the agency's figures reported by Communicate, it became the longest film to air in UAE cinemas
- Communicate, citing the agency, reports 150,000 sign-ups in 48 hours and more than 500,000 at endthescroll.com later
- The agency claims more than 500 million impressions, per Communicate
Case study source: Gerety Awards Source ↗
Awards
- Clio Awards 2026Clio AwardsBronze
Credits
- Creative agency
- MullenLowe MENA
- PR
- Current Global
- Additional company
- MRM
- Media placement
- Roxy Cinemas
- Chief Executive Officer, MullenLowe MENA
- Mounir Harfouche
- Chief Creative Officer, MullenLowe MENA
- Paul Banham
- Executive Creative Director, MullenLowe MENA
- Prerna Mehra
- Creative Director, MullenLowe MENA
- Thomas Young
- Head of Design, MullenLowe MENA
- Breno Ribeiro
- Junior Art, MullenLowe MENA
- Luke Hibbert
- Junior Copy, MullenLowe MENA
- Harry Marino
- Junior Art Director, MullenLowe MENA
- Chloe Salloum
- Designer, MullenLowe MENA
- Alexandra Dammekens
- Animator, MullenLowe MENA
- Saneer Kizhakkeparambil
- Editor, MullenLowe MENA
- Zahid Gill
- Videographer, MullenLowe MENA
- Hamdan Ali
- Videographer, MullenLowe MENA
- Kareem Azab
- Videographer, MullenLowe MENA
- Mahmoud Heikal
- Videographer, MullenLowe MENA
- Nadin Khalifa
- Producer, MullenLowe MENA
- Mounir Mohamad
- Business Director, MullenLowe MENA
- Seif Kandil
- Senior Account Director, MullenLowe MENA
- Cameo Smiljanic
- Creative Technologist (freelance)
- Julian Hespenheide
- PR Lead, MCN
- Roksar Kamal
- Senior Manager Creative Excellence, MCN
- Lara De Souza
- CEO, Current Global
- Peter Jacob
- Account Director, Current Global
- Nikita Sidana
- Senior Associate, Current Global
- May Hajouj
- Group Account Director, MRM
- Tom McNulty
- Account Manager, MRM
- Deepika Varri
- Delivery Manager, MRM
- Asiia Sharafeeva
- UX Architect, MRM
- Muhammad Ruhani
- Managing Director, Fixby
- Daniel Herbert
- Dr. Alison Parenting
- Dr. Alison Burrows
