FIXBY / الإمارات / 2025الأفلام · التجارب الحيّة
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.
- العلامة التجارية
- FIXBY
- الوكالة
- MullenLowe MENA
- السوق
- الإمارات
- المنطقة
- الخليج
- السنة
- 2025
التحدي
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.
الفكرة
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.
النتائج
- 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
مصدر دراسة الحالة: Gerety Awards المصدر ↖
الجوائز
- Clio Awards 2026Clio Awardsبرونزية
فريق العمل
- الوكالة الإبداعية
- MullenLowe MENA
- العلاقات العامة
- Current Global
- Additional company
- MRM
- Media placement
- Roxy Cinemas
- Chief Executive Officer, MullenLowe MENA
- Mounir Harfouche
- الرئيس التنفيذي للإبداع، MullenLowe MENA
- Paul Banham
- المدير الإبداعي التنفيذي، MullenLowe MENA
- Prerna Mehra
- المدير الإبداعي، 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
- المصمم، MullenLowe MENA
- Alexandra Dammekens
- Animator, MullenLowe MENA
- Saneer Kizhakkeparambil
- المونتاج، MullenLowe MENA
- Zahid Gill
- Videographer, MullenLowe MENA
- Hamdan Ali
- Videographer, MullenLowe MENA
- Kareem Azab
- Videographer, MullenLowe MENA
- Mahmoud Heikal
- Videographer, MullenLowe MENA
- Nadin Khalifa
- المنتج، MullenLowe MENA
- Mounir Mohamad
- مدير الأعمال، 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
- مدير الحسابات، Current Global
- Nikita Sidana
- Senior Associate, Current Global
- May Hajouj
- مدير مجموعة الحسابات، MRM
- Tom McNulty
- مدير الحساب، MRM
- Deepika Varri
- Delivery Manager, MRM
- Asiia Sharafeeva
- UX Architect, MRM
- Muhammad Ruhani
- المدير العام، Fixby
- Daniel Herbert
- Dr. Alison Parenting
- Dr. Alison Burrows
