D&AD New Blood Brief

Client: 21Grams

Problem: Inspire smartphone & tablet users to break the habit that is causing Myopia.

Insight: Teens need a wakeup call from living their lives digitally.

Big Idea: Healthy Eyes are a good habit away.

Solution: Collaborate with Roblox to launch a game in which the user will need to save the population from an electronic trance inflicted by the “Tech Troll”. By integrating the 20-20-20 rule directly into the game mechanics, players will organically experience the benefits of eye breaks while enjoying a playful and educational adventure within Roblox.

AD: Livvy Doe