Brief: Encourage people to use their phones less.
Concept:
‘Less Phone, More Rewards’
The longer your phone stays idle, the more points you get. The points equal rewards within the Virgin entity- travel points on trains or planes, festival tickets, sports matches, gym memberships etc.
Our final campaign choice is reinforcing the idea of missed opportunities. The still shots show examples of a person experiencing situations through their phone or in real life. The situations on their phone are dull and lack human interaction. Where as the real life situations are vibrant and welcoming.