On average, we spend 10 hours a day staring at screens. That’s 32 years of our lives lost to the internet, social feeds and staring at a brick sized screen inches from our face. This campaign addresses that addictive behavior which takes up much of that time - binge watching, scrolling through newsfeeds and living vicariously through the lives of other people.
A series of disruptive customised spots delivered messages in the context of where they appeared – The Walking Dead re-run marathon and season finale, celebrity news content, reality television, and social channels, Instagram, Twitter and Facebook. Each film giving athletes the most precious gift of all: time to run or train.