Overview
A public awareness campaign exploring the impact of excessive screen use on mental health and human connection.
Unwind is a self-initiated campaign exploring how constant phone use can create distance in human relationships. The campaign addresses the growing issue of excessive screen use, particularly among Gen Z and young adults, and highlights how constant phone use can affect mental health and real-life relationships.
Challanges
Communicating a relevant issue in an engaging way.
The challenge was to create a campaign that communicates a serious and relevant issue in a way that feels engaging and relatable for a younger audience. The goal was to raise awareness about digital overconsumption while encouraging reflection and positive behavioral change, without feeling overly critical or overwhelming.
Brand direction
Designing a campaign that highlights connection in a digital world.
The campaign explores the contrast between digital distraction and real human connection. The visual direction was developed to feel modern, vibrant, and engaging, while still communicating a meaningful message. Bright gradients, bold typography, and simple visual elements were used to capture attention and reflect the contrast between connection and disconnection. The concept “disconnect to connect” became central to both the visual identity and the overall message of the campaign. This idea is visualized through the use of “aura” elements, where color and light represent emotional connection. Bright and vibrant tones symbolize presence and connection, while muted tones represent distraction and disconnection. The campaign includes a series of posters and a billboard designed to communicate the message in a clear and impactful way.
